Q-Commerce Companies End Fee War, Raise Free Delivery Thresholds
Zepto, Swiggy Instamart, and Blinkit revise pricing strategies; customers face higher charges
Q-Commerce Fee War: The ‘fee war’ that began a few months ago within India’s rapidly expanding Quick Commerce (Q-commerce) sector now appears to be gradually cooling down. Major platforms such as Zepto, Swiggy Instamart, and Blinkit have now raised the minimum order value required to qualify for free delivery and have implemented changes to their fee structures.
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Zepto Increases Delivery Fees
Zepto, which had taken the most aggressive stance in this fee war, has once again raised the threshold for free delivery. This limit—which stood at ₹99 in November 2025—was previously raised to ₹149 and has now been further increased to ₹199.
For orders under ₹199, Zepto is now charging a delivery fee of ₹30, up from the previous rate of ₹20. However, the company continues to charge lower rates for handling, convenience, surge, and late-night fees.
Swiggy Instamart Discontinues ‘Fee Waiver’ Scheme
Swiggy Instamart has also scaled back its discounts. Previously, all types of fees were waived for orders exceeding ₹299; however, this scheme has now been discontinued.
For Swiggy One members, a delivery fee of ₹30, a handling fee of ₹9.80, and a ‘Small Cart Fee’ of ₹20 have been imposed on orders under ₹199. Additionally, surge charges have been reinstated. No free delivery facility is available for non-subscribers.
Blinkit and Amazon Now Also Revise Rules
Blinkit has also made changes to its fee structure. The company has nearly doubled its handling fee, raising it to ₹11. However, the free delivery threshold has been maintained at ₹199. Meanwhile, within Amazon’s ‘Amazon Now’ service, the free delivery threshold for Prime members has also been raised from ₹99 to ₹149.
Why Did the Fee War End?
According to analysts, the competition among companies to waive fees failed to attract new customers in the expected numbers. According to data from Sensor Tower, Zepto’s downloads declined by 44% in November 2025, while Blinkit experienced a comparatively smaller decline of 18.5%. Consequently, these companies have now shifted their focus toward scaling their businesses by reducing discounts.
