LBB

LBB, short for Little Black Book, is an Indian discovery platform for local and independent brands, covering fashion, home decor, beauty and shopping across Delhi, Mumbai, Bangalore, Hyderabad, Chennai, Kolkata, Pune and Goa. It started as city-guide content and reviews, and layered commerce on top: a multi-brand marketplace on lbb.in, a hosted storefront product called Mastershop, and distribution into partner mini-app platforms. For a small independent brand it is a genuine channel with an audience LBB puts at 22 million users. For an engineer it is a manual one: merchants work in a dashboard at merchant.lbb.in, and there is no API, no developer portal and no OMS connector.

At a glance

What it is

LBB is discovery-led rather than search-led. Its own merchant pitch is that it reaches "over 22 million millennials from metro cities, who value brands over discounts", which is a deliberate contrast with the discount-driven Indian marketplaces. Editorial recommendation and community reviews drive the traffic, and the commerce sits underneath the content.

There are three distinct surfaces a merchant can be on, and they are not the same product:

• LBB Marketplace. The multi-brand store on lbb.in. Customers browse and buy across brands. LBB describes it plainly: "LBB.in is a multi brand store".
• Mastershop by LBB. A hosted, branded microsite, described as "your brand own' exclusive online showroom", with a custom domain that LBB says takes five minutes to point, built-in CRM, offers and mailers, and product and customer analytics in a dashboard. Mastershop is restricted to brands already eligible for the marketplace, because LBB lends its name to those sites.
• Partner platforms. LBB has published distribution into Google Pay SPOT and Paytm Mini Apps, claiming a combined reach of over 100 million users, with custom cashbacks and offers.

LBB also wraps the operational layer: discounted shipping to all pin codes through its logistics partners, payment acceptance across cards, UPI, wallets and cash on delivery, and customer query handling through its own support portal. In effect LBB sells a small brand an outsourced commerce operation, not just a listing.

API access

None. Specifically:

• lbb.in/sell redirects to merchant.lbb.in, which is a marketing page with a sign-in link at merchant.lbb.in/merchant/signin. There is no developer link, no API documentation link and no integrations page anywhere on it.
• seller.lbb.in and business.lbb.in do not resolve.
• The merchant page lists contact routes as a phone number and merchantsupport@lbb.in. Onboarding is described as joining an "exclusive LBB merchant community", with a "GET STARTED" form, not a self-serve signup.
• EasyEcom's public knowledge base holds 328 articles and contains no LBB article.
• Unicommerce's integrations directory does not list LBB.

Given LBB's merchant base is small independent brands rather than businesses running an OMS, the absence of a connector is unsurprising and unlikely to change.

No official SDK, Postman collection or public GitHub repository for an LBB merchant API was found.

Authentication

Not applicable to machine access. A merchant signs in at merchant.lbb.in/merchant/signin with credentials issued when the brand is approved. No token endpoint, API key issuance, scope model or signature scheme exists to document, and no request or response sample can be shown without inventing one.

If a brand runs both the LBB marketplace and a Mastershop site, LBB's own description implies one merchant account covers both, since Mastershop eligibility is derived from marketplace eligibility. That is an inference from the eligibility rule, not a documented statement about account structure.

Objects we can read

Everything below exists in the merchant dashboard. None of it is confirmed to be exportable on a schedule, and none has a published endpoint, parameter set, pagination model or sample response.

• Orders. Consumer orders from the LBB marketplace and, separately, from the brand's Mastershop site. These are two different order streams inside one merchant account and should be distinguished in orders.channel_account_id or by a sub-channel tag, because their economics differ: the marketplace takes a cut and supplies the audience, Mastershop is the brand's own traffic.
• Order items. Lines against the brand's own products. Because LBB merchants are small, the catalogue is usually shallow and the SKU is the brand's own, which makes mapping easier than on the large marketplaces.
• Products and listings. Merchant-authored. LBB describes a "Showcase Catalogue" that presents products to new customers. Listing content is created in the dashboard.
• Inventory. Merchant-declared, maintained in the dashboard.
• Shipments and tracking. LBB arranges shipping through its logistics partners and advertises "Cheapest Shipping Rates" and delivery "to all PIN codes". The carrier and AWB therefore originate with LBB, not with the brand, which is the opposite of the usual Indian marketplace arrangement where the seller ships.
• Returns and cancellations. Handled within LBB's flow. Not documented.
• Payments and settlements. LBB collects across cards, UPI, wallets and cash on delivery and settles to the merchant. Cycle, commission and deduction structure are not published.
• Customers. Unusually for a marketplace, LBB gives merchants CRM tools, offers, mailers and "customer analytics" in the dashboard, which means the merchant has real customer visibility rather than the masked data a large marketplace provides. That makes the customer records genuinely PII and makes consent and retention handling your responsibility, not just LBB's.
• Locations. Not a meaningful object at this scale. Most LBB merchants ship from one place.

Writing back: listings, price and stock

Writes are possible, but only by a human in the dashboard: create the product, set price, set stock, publish or unpublish, and configure offers and cashbacks. There is no bulk upload path documented and no API.

For a brand with a small catalogue this is workable. For a brand with hundreds of SKUs that it also sells on Amazon, Flipkart and its own Shopify store, LBB will be the surface that silently drifts out of sync, because it is the one nothing automates. The mitigation is a recurring manual task tied to a price or stock change event elsewhere, not a hope that someone remembers.

Webhooks and notifications

None. There is nothing to subscribe to and nothing to poll.

The only automatable signal is transactional email: LBB sends order notifications to the merchant, and a mailbox parser over those is a legitimate low-fidelity feed for order creation. Treat anything derived that way as provisional and reconcile against a dashboard export before it reaches a settlement report.

Rate limits and pagination

Not applicable.

Mapping to the unified model

Provisional. Field names are unknown because no schema is published.

Gaps and open questions

• Whether the merchant dashboard offers any CSV export of orders, products or settlements, which is the difference between a daily manual pipeline and no pipeline at all. This is the first question to ask merchantsupport@lbb.in.
• Commission rates, settlement cycle and the deduction structure. None is published.
• Whether Google Pay SPOT and Paytm Mini App distribution is still live, given the merchant site has not been refreshed since 2021.
• Whether Mastershop sites expose anything more integrable than the marketplace, since they are hosted storefronts and hosted storefronts sometimes carry a webhook or an export.
• How LBB handles a brand that sells the same SKU on the marketplace and on its Mastershop site, and whether stock is shared between them.
• Whether onboarding is genuinely curated case by case, which would make LBB unavailable to most brands regardless of integration capability.

Sources

• LBB merchant site, read in full, covering LBB Marketplace, Mastershop, partner platform distribution, shipping, payments, customer support and the merchant FAQ: merchant.lbb.in
• LBB merchant sign-in, the only authenticated surface: merchant.lbb.in/merchant/signin
• LBB consumer site, showing the discovery model and the eight city guides: lbb.in
• EasyEcom knowledge base, all 328 published articles enumerated on 2026-09-21: no LBB article exists. support.easyecom.io
• Unicommerce integrations directory, which does not list LBB: unicommerce.com/integrations
• seller.lbb.in and business.lbb.in do not resolve, as of 2026-09-21