Quick commerce company Zepto has implemented changes to its Super Saver service, restricting the use of standard ‘Zepto Now’ coupons and introducing a fulfilment fee on all Super Saver orders. The move aims to create clearer boundaries between Zepto’s regular and offerings.
The newly introduced fulfilment fee, ranging from Rs 14 to Rs 42, will now apply to all Super Saver orders. This dynamic fee is tailored to each customer’s order patterns and is designed to incentivise larger cart sizes. Customers can either increase their cart value to waive the fee or pay it for the convenience of smaller purchases. Zepto began rolling out this fee structure to selected active users in May, according to a company statement to FE.
Zepto stated that the changes are meant to reduce the number of abandoned carts caused by rigid minimum order values. Previously, Super Saver orders had a fixed minimum requirement of Rs 299. Under the new system, the minimum order value is personalised for each user, a shift the company believes offers more flexibility and clarity. Since implementation, Zepto claims that Super Saver order volumes have increased by 10%.
The company has also conducted pricing experiments on around 10% of its user base, charging significantly higher fulfillment fees — ranging from Rs 60 to Rs 90 — on orders that either lacked a minimum order requirement or applied Zepto Now coupons. In these cases, fees began at Rs 60 for orders above Rs 1,000 and rose to Rs 90 for those exceeding Rs 2,000.
Acknowledging customer feedback, Zepto admitted that some users feel Super Saver offers fewer savings compared to regular Zepto Now orders. The company said it is taking steps to enhance price transparency and help shoppers make better-informed choices.
These changes underscore a broader shift in the quick commerce sector, where the focus is moving away from aggressive expansion toward sustainable business models. A recent report by JM Financial noted that most players in the space — except Jiomart — now impose some form of service fee. Zepto, in particular, was highlighted as offering the least discounts and being the most disciplined in pricing.
As platforms face mounting pressure to improve unit economics, Zepto’s segmented and measured approach stands out. According to JM Financial, adjusted Ebitda losses across major platforms peaked in Q4 FY25. In terms of market share, Zepto currently holds 26% of the quick commerce market, trailing Blinkit at 41% and Swiggy Instamart at 27%.