Quick commerce platform Zepto has announced a significant pricing overhaul, eliminating all handling fees and surge charges on every order. The company also introduced free delivery for orders with a value exceeding ₹99. This aggressive move, unveiled as the "All New Zepto Experience," positions Zepto as the most competitively priced player in India's rapidly expanding 10-minute delivery market. ##^{[1][2][3][4][5][6][7]}# Zepto's New Pricing Strategy Zepto's latest initiative means customers will no longer pay extra for handling products in stores or face additional costs during peak demand or adverse weather conditions, such as rain. For^{[1][2][8][3][4][5][6][7]} orders below the ₹99 threshold, Zepto will apply a flat ₹30 delivery fee, but it has removed any small cart fees that were previously charged. The com^[1][3][5]pany also eliminated convenience fees on cigarette and tobacco orders. This ma^[1][3][5]kes Zepto the quick commerce platform offering the lowest out-of-pocket ordering cost for consumers. This p^[6][7]ricing shift follows a recent $450 million funding round, which boosted Zepto's cash reserves to $900 million. Zepto s^{[2][8][4][6][7]}tated that its delivery partners will continue to receive incentives, ensuring their earnings remain unaffected by these changes. Industr^[2][8][4]y observers suggest this strategy aims to rapidly expand Zepto's market share amid fierce competition. This is^[1][2] a permanent "structural shift in pricing," not a temporary promotional offer. ### Ho^[7]w Rivals Instamart and Blinkit Compare Zepto's new pricing stands in stark contrast to its main competitors, Swiggy Instamart and Zomato-owned Blinkit, which continue to levy various additional charges. Blinki^{[1][8][3][4][5][6][7]}t, for example, typically charges a handling fee, which can be around ₹4 or ₹11 per order. It also app^{[1][3][4][5][6][7]}lies a delivery fee of ₹30 for orders below ₹199. Additionally, B^{[1][4][5][6][7]}linkit levies a small cart fee, sometimes as high as ₹20, and introduces surge pricing during high-demand hours, which can add ₹20 to ₹50 to the total bill. For an order valued u^{[1][3][5][9][10][7]}nder ₹99, a customer on Blinkit might pay an additional ₹54, comprising a ₹30 delivery charge, a ₹4 handling fee, and a ₹20 small cart fee. Swiggy Instamart also maintain^[1][3][5]s a complex fee structure. It charges a handling fee, often around ₹9.80. Delivery fees on Instamart are ty^{[1][3][4][5][6][7]}pically ₹30 for orders below ₹199. Customers also face a small cart fee ^{[1][4][5][6][7]}of approximately ₹15, along with an 18% Goods and Services Tax (GST) on these charges. Instamart also applies surge and rain f^[1][3][5]ees. For orders above ₹199, a ₹16 delivery f^[1][4][6][7]ee is charged, though this is waived for Swiggy One subscribers. For an order under ₹99, Instamart customers^[1] could pay around ₹65 in fees, including delivery, handling, small cart fees, and GST. While Instamart recently removed handling fees ^[1][3][5]for orders exceeding ₹299, and is running a "No Fee November" campaign for orders above ₹299, this threshold is significantly higher than Zepto's ₹99. ### Intensifying Quick Commerce Battle India's quic^[4][5]k commerce market is experiencing rapid growth and intense competition among key players like Blinkit, Zepto, and Swiggy Instamart. The market is projected to reach US$5 billion by 2025^{[1][2][11][12][4][6][13][14][15][16][17][18][19][20][21][22][23][24]} and US$9.94 billion by 2029. Blinkit has largely held the leading position in mar^[12]ket share. As of August 2025, Blinkit commanded a 52% market share by Net Merchandise Value (NMV), with Instamart at 25% and Zepto at 23%. Other reports from mid-2025 indicate Blinkit's share ^[19]between 44% and 46%, Zepto's between 29% and 30%, and Instamart's between 23% and 25%. These figures are subject to quick changes due to the^[20] dynamic nature of the market. Analysts predict that Zepto's move to eliminate fees^[20] will trigger a fresh price war, forcing competitors to either match its zero-fee model or risk losing high-frequency customers. This strategy could intensify discounting across the ^{[2][8][4][6][7]}quick commerce sector, potentially impacting profitability for all players. The coming months will determine if Zepto's aggressiv^[8][4][6][7]e pricing becomes the new standard or if it is a short-term strategy to gain market share.