Zepto launches 'Select' premium storefront, joining quick-commerce race for higher order values
Zepto becomes the last major q-comm player to chase gourmet buyers, following Blinkit's Gourmet and Instamart's Handpicked. The curated imported/premium tier launches in Bengaluru, Delhi-NCR and Mumbai ahead of Zepto's IPO, aiming to lift its Rs 387 AOV toward rivals' Rs 525-700.
What happened
Zepto is launching 'Select', a premium in-app storefront for curated imported/premium groceries ahead of its IPO, becoming the last major quick-commerce player
Key facts
- AOV Rs 387 (Zepto)
- AOV Rs 525 (Blinkit Q4FY26)
- AOV Rs 700 (Instamart Q4FY26)
- AOV Rs 1,200 (FirstClub)
- FirstClub raised $55M at ~$255M valuation
- 80,000 SKUs Delhi-NCR (Blinkit)
- Blinkit MTC 27.2M
- metro penetration 106%
- Tier-II 48%, Tier-III 22%
Why this matters
The premium-storefront format is now table stakes across quick commerce, so brand and category partnerships in imported/gourmet lines become the contested lever for capturing higher-value baskets across all three players.
What to watch
- Zepto AOV disclosure in IPO prospectus / DRHP updates
- Take-rate and contribution-margin commentary from all three q-comm players next quarter
- Spoilage/inventory writedowns on imported premium SKUs
- Competitor countermoves (Blinkit Gourmet / Instamart Handpicked expansion or discounting)
- Metro-only vs tier-2 rollout signals indicating demand depth
- Zepto expands Select SKU count and adds exclusive imported private-label lines to differentiate from Blinkit Gourmet
- Rivals Blinkit and Instamart deepen loyalty perks / faster delivery for premium tiers to defend high-AOV cohorts
- Zepto ties Select to Zepto Pass/subscription bundles to lock in metro affluent repeat orders
- Selective dark-store reconfiguration in Bengaluru/Delhi-NCR/Mumbai to stock premium cold-chain and imported inventory