Mint Explainer: Why quick commerce wants planned buys even as margins come under pressure

Subscribe to enjoy similar stories. BENGALURU: Quick commerce platforms are pushing shoppers to buy in bulk to lift order values, but analysts warn the discount-heavy tactic may deepen, not solve, their profitability challenge. Swiggy Instamart and Zepto are doubling down on bulk-purchase and planned-order features, betting that nudging customers to buy more per order will raise average order values (AOV) and improve unit economics.

The push appears to be delivering headline gains. Swiggy Instamart’s Maxxsaver drove its AOV up to ₹746 in the December quarter, from ₹534 a year earlier, underscoring growing consumer appetite for discounted larger carts. But analysts caution that much of this growth is being bought with deeper discounts, free-delivery thresholds, and incentives that weigh on margins.

Larger baskets also increase packing and last-mile costs, raising questions about whether higher AOVs are translating into healthier economics. Mint explains why platforms are chasing bulk buys and what this trade-off means for quick commerce strategies ahead, especially as competition intensifies. Quick commerce was built on impulse buys and urgent top-ups.

But as platforms chase profitability, they are increasingly trying to steer users toward planned weekly or monthly orders that promise better cost efficiency. Swiggy Instamart rolled out Maxxsaver in April last year, offering savings of up to ₹500 on orders above ₹999 across its range of more than 35,000 products, including non-grocery items such as apparel and kitchenware. Zepto launched SuperSaver in September 2024, testing the feature in Bengaluru, with discounted prices on orders above ₹1,000.