Quick commerce firms bet on loyalty offerings to drive repeat orders

Swiggy Instamart has begun testing a new loyalty product, Saver Pass, days after rival Zepto launched a paid membership programme, signalling that competition in quick commerce is shifting from delivery fees to increasing frequency of customer orders.

The Saver Pass is being offered free at launch. It allows users to select one item, and lock in a discounted price for up to 10 purchases over 30 days. The pass comes with an expiry date and a redemption counter that tracks usage.