Quick commerce platform Zepto has introduced a ‘Pay Later’ facility, allowing users to place orders instantly and defer payments marking a strategic shift towards frictionless, behaviour-led commerce in India’s increasingly competitive delivery landscape.
The feature, currently being rolled out in phases, enables users to access instant credit reportedly up to ₹10,000 and complete transactions with a one-tap checkout experience, eliminating the need for OTPs or third-party payment gateways.
Zepto’s move comes as part of a broader push to simplify everyday transactions and drive higher order frequency, especially for frequent, low-value purchases that define quick commerce usage. Alongside Pay Later, the company has also introduced features like real-time product imaging and post-checkout additions, signalling a shift from speed-focused delivery to convenience-first user experience.
The rollout reflects a deeper evolution in the quick commerce space. While early competition revolved around delivery timelines 10 minutes vs 15 minutes platforms are now competing on reducing friction and increasing consumer stickiness.
By embedding a Buy Now, Pay Later (BNPL) system directly within the app, Zepto is attempting to remove one of the last barriers in impulse-driven purchases: the act of payment itself. The move is expected to not only improve conversions but also increase basket sizes and repeat usage.
Zepto’s new feature comes at a time when the cost of convenience is rising across the broader food and delivery ecosystem. Major players like Zomato and Swiggy have recently increased their platform fees, adding to the overall cost per order for consumers. Zomato raised its platform fee to around ₹14.90 per order, while Swiggy followed suit, increasing it to approximately ₹17.58 per order.
Against this backdrop, Zepto’s Pay Later offering signals a contrasting strategy. Instead of directly increasing visible costs, the platform is focusing on easing the payment experience potentially masking price sensitivity while maintaining consumption levels.
