Swiggy trails Zepto with Maxxsaver launch as quick commerce leans into value

BENGALURU: Swiggy Instamart has launched Maxxsaver, a new savings feature designed to compete with Zepto’s Super-Saver, as quick commerce (QC) players increasingly shift focus from top-up purchases to higher-value, planned grocery orders. With this rollout, Swiggy is playing catch-up to Zepto, which has seen early momentum through Super-Saver – its discount-led strategy aimed at boosting average order values (AOV).

Unlike Zepto’s approach, which requires users to actively browse the Super-Saver section for eligible deals, Maxxsaver is embedded directly into the shopping experience. The feature is auto-applied at checkout once a certain cart value is met, and offers savings of up to Rs 500, according to the company.

The broader strategy reflects a structural shift in QC models. As TOI reported last month, platforms such as Zepto and Swiggy are experimenting with bulk-order incentives that echo the playbooks of traditional players like BigBasket. This pivot toward household-level grocery shopping – rather than frequent, low-ticket replenishments – is seen as an attempt to grow AOVs and capture more share of wallet.

Aimed at capturing household bulk buying, the move comes with trade-offs, particularly in terms of profitability, which even out. "Profitability suffers in percentage terms but not in absolute profit terms. Even if long-term Ebitda margins are nearly half those of existing business models (3% vs 6%), absolute Ebitda per order is similar or higher due to average order value being more than double," HSBC analysts had said in a note.

Market leader Blinkit for now remains a premium-priced convenience player, avoiding deep discounts in favour of expanding categories and geographical reach, with no bulk buying savings feature or loyalty programme akin to Zepto Pass or Swiggy One.

Traditional QC thrives on high-frequency, low-ticket orders, serving as a supplement to modern retail rather than a replacement. Expanding into the value retail segment could reshape this understanding, potentially leading to customer behaviour shifts and operational challenges.

Maxxsaver is now available across over 100 cities that Instamart is present in, where the company says users can access lower prices on over 35,000 items, including groceries, personal care items, electronics, toys and fashion products.

“For users placing both small top-ups and larger weekly hauls, Maxxsaver will unlock maximum savings seamlessly,” said Amitesh Jha, CEO of Swiggy Instamart. “We’re able to pass on the benefits of larger orders without friction.”

First-time users of the feature will see visual nudges in-app, including cart progress bars and price discovery tags, to encourage higher-value purchases. Swiggy also plans to introduce additional Maxxsaver perks for Swiggy One BLCK members.