Quick commerce platform Zepto has quietly introduced an in-app UPI payments feature, marking another step by large delivery companies to bring payments fully within their own ecosystems, people familiar with the development told Moneycontrol. The feature has been live for close to six months and allows users to complete UPI transactions without being redirected to third-party apps such as Google Pay or PhonePe.
While Zepto has not made a formal announcement and did not respond to queries on the rollout, the move reflects a broader industry trend. Leading food and grocery delivery platforms are increasingly internalising payments to simplify checkout, cut transaction failures, and gain tighter control over a critical part of the customer journey.
With in-app UPI, users can authorise payments directly within Zepto’s interface, reducing friction caused by app switching. Industry executives say even small improvements in payment success rates can have a meaningful impact on order completion, especially during peak demand windows where speed and reliability are central to user experience.
Zepto’s rollout follows similar initiatives by larger rivals. Swiggy recently launched Swiggy UPI using the NPCI’s plug-in framework, enabling customers to pay within the app after a one-time setup. The company has previously stated that the feature shortens checkout time and lowers payment drop-offs. Zomato has taken a slightly different route by partnering with ICICI Bank to offer users a Zomato-linked UPI ID, effectively issuing its own UPI handle for seamless in-app payments.
The shift reflects how payments are no longer treated as a back-end utility but as a strategic layer for consumer internet platforms. By internalising UPI flows, companies gain better visibility into transaction data, reduce dependence on external apps, and exert greater control over reliability during high-volume periods.
For Zepto, which has been scaling its dark store network and order volumes at pace, streamlining payments aligns with its focus on faster fulfilment and consistent service. As competition intensifies across food delivery and quick commerce, platforms are increasingly looking at payments as a lever to improve efficiency, retain users, and protect margins at scale.
