Zepto discontinues Zepto Daily as subscriptions fail to anchor loyalty in quick commerce

Quick commerce company Zepto has discontinued its loyalty and subscription programme Zepto Daily, according to a person aware of the matter. The programme is no longer visible on the app, which has undergone a significant revamp in recent months.

“As part of this ongoing optimisation, we periodically review and refine our subscription and loyalty constructs based on user feedback, engagement patterns, and long-term value creation,” a company spokesperson said. “Our focus remains on building offerings that are simple, transparent, and aligned with what our customers value most.”

Zepto Daily was sold for as little as Re 1 per month, offering benefits such as free deliveries beyond a certain cart value threshold. The programme was an evolution of Zepto Pass, the company’s earlier loyalty offering.

Zepto Pass was initially priced at Rs 299 per month before being sharply reduced over time to as low as Rs 19 per month, reflecting the company’s efforts to drive adoption. Devendra Meel, Zepto’s chief business officer, had previously overseen the loyalty programme before moving into the CXO role.

In April 2024, CEO Aadit Palicha said the company had crossed 4 million Zepto Pass subscribers.

“4 weeks ago, I posted about Zepto Pass crossing the 2M subscriber milestone. Now, we're at 4M,” Palicha said in a post on X. “I can barely believe the growth myself over the past 6 weeks. Our customers continue to surprise us, and we're grateful for the opportunity to serve them day in and day out.”

Zepto’s decision to discontinue its loyalty programme comes amid intensifying competition in the quick commerce sector, where user loyalty remains fluid. Industry reports and market data suggest customers frequently switch between platforms such as Blinkit, Zepto, and Swiggy Instamart, driven by factors such as delivery speed, assortment, and pricing.

Despite not running a formal loyalty programme, market leader Blinkit has managed to capture around 50% market share, The CapTable previously reported, underscoring that operational execution rather than subscription benefits has emerged as the primary driver of customer retention.

Instead of blanket subscription offerings, companies are increasingly adopting targeted retention strategies, such as extending free deliveries or incentives selectively to dormant or high-value users.