Zepto raises free-delivery cart threshold to ₹299 during peak-demand hours

Zepto has lifted the minimum order value for free delivery to ₹299 during high-demand periods and ₹199 during normal hours, tightening delivery economics as quick-commerce competition intensifies.

— Filed Wed, 19 Aug, 2026, 14:45 IST · First seen Wed, 19 Aug, 2026, 14:45 IST · Source ET Retail

What happened

Zepto raised the minimum cart value for free delivery to Rs 299 during high-demand periods and Rs 199 in normal hours. The move increases thresholds by up to

Key facts

  • Rs 299 minimum order for free delivery during high-demand periods
  • Rs 199 minimum order for free delivery during normal hours
  • Up to 100% increase during high-demand periods
  • 33.55% increase during normal hours

Why this matters

Zepto’s pricing change raises the competitive bar for delivery-economics discipline, creating an opening for rivals or partners with lower fulfillment costs to target value-sensitive peak-hour customers.

What to watch

  • Change in Zepto's average order value and orders per active customer during peak periods.
  • Checkout abandonment and order deferral rates for carts between ₹199 and ₹299.
  • Frequency of targeted free-delivery coupons or membership promotions after the threshold increase.
  • Competitive pricing responses from Blinkit, Swiggy Instamart, and other quick-commerce platforms.
  • Evidence of improved contribution margin, reduced delivery subsidies, or slower order growth in upcoming disclosures.
  • Customer sentiment around peak-hour fees and threshold messaging on app reviews and social media.
  • Expand dynamic thresholds by locality, weather, time slot, and rider availability rather than applying a uniform peak-hour rule.
  • Use targeted coupons, loyalty benefits, and subscription perks to protect high-frequency customers whose typical baskets fall below ₹299.
  • Promote basket-building bundles, add-on recommendations, and minimum-cart progress indicators at checkout.
  • Shift more peak-hour demand toward scheduled delivery, pickup, or lower-cost fulfillment options.
  • Monitor competitors' free-delivery thresholds and selectively match offers in high-churn micro-markets.

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