Quick commerce pivots from delivery fees to loyalty as order frequency slides
Swiggy Instamart tests a free Saver Pass with locked-in pricing, following Zepto's Rs 99 Zepto Club. The push comes as monthly order frequency falls (Swiggy 4.22 to 4.01, Blinkit 3.57 to 3.36 across Q4FY25-Q4FY26), with players eyeing contribution-margin breakeven by Q1FY27.
Quick commerce players shift competition from delivery fees to loyalty: Swiggy Instamart tests free Saver Pass with locked-in pricing, following Zepto's Rs 99 paid Zepto Club, both aiming to lift declining order frequency ahead of listings.
Why this matters
The loyalty pivot follows leadership moves at Swiggy Instamart, including naming ex-HUL executive Sairam Krishnamurthy as COO, signaling a sharper retail and margin focus amid falling order frequency.
Retail-company signals accelerating at +902900% QoQ as quick commerce shifts to loyalty plays.