Archive · 19 Jul 2026
Quick Commerce Firms Bet on Loyalty Programs
Quick commerce companies like Swiggy Instamart and Zepto are introducing loyalty programs to encourage customers to place more orders.
Swiggy Instamart is offering a free program called Saver Pass, which lets users get discounted prices on certain items for a limited time.
Zepto, on the other hand, has a paid membership called Zepto Club that gives benefits like cashback and faster delivery.
Both companies are trying to get more people to order frequently because the number of orders has been going down.
Blinkit hasn't started any loyalty programs yet.
These programs are important because they help the companies make more money and keep customers happy.
Swiggy Instamart is testing a free loyalty program called Saver Pass, allowing users to lock in discounted prices for up to 10 purchases over 30 days.
Zepto has launched a paid membership program called Zepto Club, offering benefits like 5% cashback and priority services for Rs 99 per month.
Both companies aim to drive higher order frequency amid declining order volumes in the quick commerce sector.
Swiggy’s order frequency has declined from 4.22 in Q4FY25 to 4.01 in Q4FY26, while Blinkit’s order frequency peaked at 3.57 in Q2FY26 before easing to 3.36 in Q4FY26.
Instamart is guided for contribution margin breakeven in Q1FY27.
- Who
- Quick commerce firms Swiggy Instamart, Zepto, and Blinkit.
- What
- Launch of loyalty programs to drive repeat orders.
- When
- Recent launches, with Swiggy Instamart testing Saver Pass and Zepto introducing Zepto Club.
- Where
- India.
- Why
- To increase order frequency and improve customer engagement amid declining order volumes.
Paid Memberships
Free Loyalty Programs
Membership Cost
Paid Memberships
Zepto offers a paid membership program called Zepto Club for Rs 99 per month, providing benefits like cashback and priority services.
Free Loyalty Programs
Swiggy Instamart offers a free loyalty program called Saver Pass, allowing users to lock in discounted prices for multiple purchases.
Target Audience
Paid Memberships
Zepto targets high-frequency users with its paid membership to drive higher order frequency.
Free Loyalty Programs
Swiggy Instamart aims to encourage repeat purchases from customers whose engagement may have declined with its free loyalty program.
- Swiggy Instamart Saver Pass
- Free loyalty program allowing users to lock in discounted prices for up to 10 purchases over 30 days.
- Zepto Club
- Paid membership program offering 5% cashback, free delivery, priority services, and early access to offers.
- Blinkit
- Has not yet launched a subscription or loyalty program.
- Swiggy Order Frequency
- Declined from 4.22 in Q4FY25 to 4.01 in Q4FY26.
- Blinkit Order Frequency
- Peaked at 3.57 in Q2FY26, then eased to 3.36 in Q4FY26.
- Instamart Contribution Margin
- Guided for breakeven in Q1FY27.