Udaan

Udaan is India's largest B2B wholesale platform, but exposes no public seller API: supply runs through an invite-based seller panel, with no developer portal and no OMS connector.

Udaan is India's largest business-to-business wholesale commerce platform, connecting brands, distributors and wholesalers to kirana stores, chemists, restaurants, hotels and small offices. Founded in 2016 and headquartered in Bengaluru, it operates in FMCG, staples, fresh produce, pharma, electronics and general merchandise, and runs a working capital arm, udaanCapital. The buyer is a business, not a consumer, which changes the shape of every object a connector would read: orders are wholesale, quantities are in cases, GST invoicing is mandatory on both sides, and credit terms sit in the middle of the transaction. There is no public developer portal and no seller API we could verify.

At a glance

What it is

Udaan describes itself as "India's largest eB2B platform with about 70% market share in India", serving retailers across FMCG, staples, fruits and vegetables, pharma, food, fresh, electronics and general merchandise, with a dedicated horeca360 unit for hotels, restaurants and catering. It says it connects "thousands of suppliers, and leading national and regional brands" to a nationwide retailer network, and that it is headquartered in Bengaluru with offices in all metros and major Indian cities. The operating entity appears in its own FSSAI disclosure as HTPL, which corresponds to Hiveloop Technology Private Limited.

Two things about the model matter to a connector:

It is genuinely two-sided in places and inventory-led in others. Udaan hosts third-party sellers and also buys and resells, and it carries private label. Which mode a given brand is in determines whether it sees orders or purchase orders, and the public pages do not distinguish the two.
The buyer is a business. Orders carry a buyer GSTIN, quantities are usually in cases or outers rather than units, and payment terms and credit through udaanCapital sit between the sale and the cash. A orders.payment_method of prepaid or cod does not capture that; expect a third state.

API access

No public API. The evidence:

Udaan's consumer-facing site footer carries About Us, Contact Us, Newsroom, Regulatory, Terms of Use, Privacy Policy, Returns Policy, an Undelivered Shipment (RTO) Policy and an app download link. There is no sellers link, no supplier link, no partners link and no developers link.
udaan.com/sell-on-udaan, udaan.com/seller both return HTTP 404. seller.udaan.com, supplier.udaan.com and partner.udaan.com do not resolve in DNS, as of 2026-09-21.
EasyEcom's public knowledge base holds 328 articles, with dedicated guides for B2B-shaped channels including Amazon Vendor Central Dropship and QuickShift B2B Outbound. There is no Udaan article.
Unicommerce's integrations directory lists a comparable B2B channel, AJIO Business, but does not list Udaan.

Sellers do have a panel. Udaan onboards suppliers through its category teams with KYC and GST verification, and sellers manage catalogue, pricing, stock, orders and payouts inside it. That panel is simply not documented, not linked from the public site, and not exposed as an API that anyone outside Udaan has written about.

Warning

This is a low-confidence page. The absence of a public developer surface is well established, but the absence of a private partner API is not: a platform of Udaan's size very likely has supplier integrations for its largest brands. If Udaan matters commercially, the next step is a direct question to the category team, not more searching. Ask specifically whether supplier order and PO feeds are available over SFTP or REST for brands above a volume threshold.

Authentication

Not published. Seller panel access is a username and password login issued at onboarding, tied to the seller's KYC-verified account. No token endpoint, no OAuth application registration, no API key issuance process and no signature scheme is documented anywhere we could read. No real token request or authenticated call can be shown without inventing one.

Multi-account handling is undocumented. A brand selling under several GSTINs should assume one Udaan seller account per GSTIN, since GST registration is per state and Udaan's invoicing must follow it.

Objects we can read

Nothing is confirmed readable by machine. The objects below exist in the seller panel and are the ones a connector would need; treat each as a manual export until an Udaan integration contact says otherwise.

Orders

Wholesale orders from retailers, carrying the buyer's business identity and GSTIN, ordered quantities typically in cases, and the agreed wholesale rate. Whether the panel offers a date-windowed export and in what format is not documented. Endpoint, parameters, pagination and sample response not published.

Order items

Lines keyed on the Udaan catalogue identifier for the product, with quantity, unit or case rate, GST rate and line tax. Field names not published.

Products and listings

Sellers maintain their own catalogue in the panel, so listings are seller-owned in the marketplace mode. There will be an Udaan product identifier, a selling price, an MRP, a minimum order quantity and a case size. Minimum order quantity and case size are B2B-specific and have no home in the unified listings table as written; they need a place in attributes or a small extension.

Inventory

Seller-declared stock per listing, maintained in the panel. Whether Udaan models stock per seller warehouse or as a single pool is not documented.

Shipments and tracking

Udaan runs its own logistics network for much of its volume, with pickup from the seller and delivery to the retailer. Tracking exists for the buyer; what the seller sees is undocumented. The RTO policy published on the site confirms undelivered shipments are a managed category, so there is an RTO or NDR concept to model.

Returns and cancellations

A Returns Policy is published for buyers. The seller-side view of returns, and whether return reasons are structured, is not documented.

Payments and settlements

Settlement to sellers runs on Udaan's payout cycle, with platform commission, logistics charges and any financing costs deducted. udaanCapital adds a credit layer on the buyer side that may or may not affect seller payout timing. None of this is documented publicly. This is the object most worth asking about, because B2B settlement disputes are where the money leaks.

Customers

Buyers are businesses, identified by firm name and GSTIN rather than by an individual. A GSTIN is a business identifier rather than personal data, but the contact name, phone number and delivery address on a small retailer's account are still personal information in practice. Treat buyer contact fields as PII and mask them by default.

Locations

Seller pickup locations are configured in the panel. Buyer delivery addresses are shop addresses. No location feed is documented.

Writing back: listings, price and stock

Writes are possible, but only through the panel. In marketplace mode a seller creates and edits listings, sets wholesale price and any slab pricing, sets minimum order quantity and case size, and updates stock, all in Udaan's own interface, with bulk upload templates for volume changes. There is no documented API for any of this, so an automated price or stock update is not available to a connector today.

If a brand is instead supplying Udaan directly rather than selling on it, there is no listing write path at all: Udaan raises a purchase order, owns the listing and sets the retailer price, in the same shape as the other vendor-model platforms in this set.

Webhooks and notifications

None documented. There is nothing to subscribe to.

Until a partner conversation produces something better, the only workable pipeline is a scheduled manual export from the seller panel, dropped into a watched folder and ingested. Daily is realistic for orders and settlements; listings and stock only need re-export when they change.

Rate limits and pagination

Not applicable, since no API is available. If one is granted under a partner agreement, expect the usual Indian B2B pattern: date-windowed list endpoints with a page number, and limits negotiated rather than published.

Mapping to the unified model

Gaps and open questions

Whether any supplier-facing API or SFTP feed exists for large brands. This is the one question that decides whether an Udaan connector is buildable at all.
Whether a given brand is on the marketplace model or the direct-supply model, and whether both can apply to the same brand at once.
The exact seller panel address. None of the obvious subdomains resolve publicly, which suggests the panel sits behind an unadvertised host or inside the app.
Whether order exports include the buyer GSTIN, which is needed for any B2B tax reconciliation.
How slab or quantity-break pricing is represented, since the unified listings table has one price field and B2B rarely does.
How udaanCapital credit affects seller payout timing, which determines whether settlements.paid_at is predictable.

Sources

Udaan homepage, describing the eB2B model, categories and buyer base, and carrying no seller, supplier or developer links: udaan.com
Udaan About Us, giving the 70 percent eB2B market share claim, the category list, the horeca360 unit, the Bengaluru headquarters, the 2016 founding and the HTPL FSSAI licence: udaan.com/about-us
EasyEcom knowledge base, all 328 published articles enumerated on 2026-09-21: no Udaan article exists, although B2B channels such as Amazon Vendor Central Dropship and QuickShift B2B Outbound do. support.easyecom.io
Unicommerce integrations directory, which lists AJIO Business but not Udaan: unicommerce.com/integrations
udaan.com/sell-on-udaan and udaan.com/seller returned HTTP 404; seller.udaan.com, supplier.udaan.com and partner.udaan.com do not resolve, as of 2026-09-21