The rollout underscores how payments — once a largely invisible backend function — are emerging as a strategic layer for India’s largest delivery platforms
Quick commerce firm Zepto rolled out an in-app Unified Payments Interface (UPI) feature allowing users to complete transactions within its app without being redirected to third-party payment platforms such as Google Pay or PhonePe.
The move comes as large consumer internet platforms increasingly seek to bring payments in-house to streamline checkout flows, reduce transaction failures and lower dependence on external UPI apps. Zepto has not made a formal public announcement on the launch or on the structure or partnerships underpinning the offering at the time of publishing.
Broader shift
Zepto’s in-app UPI rollout places it alongside rivals Swiggy and Zomato, both of which have introduced proprietary UPI solutions over the past year, signalling a broader shift in how food delivery and quick commerce platforms are approaching payments.
Swiggy recently launched Swiggy UPI using the National Payments Corporation of India’s (NPCI) UPI plug-in framework, which enables users to complete transactions entirely within the Swiggy app after a one-time setup. The company has said the integration helps reduce checkout times and payment failures by eliminating the need to switch between apps during transactions.
Bank-led
Zomato, meanwhile, has taken a more bank-led approach, rolling out its UPI service in partnership with ICICI Bank. The offering allows users to create a Zomato-linked UPI ID and make real-time payments directly within the app, effectively positioning Zomato closer to issuing a full UPI handle via a banking partner.
For Zepto, which has been aggressively scaling its dark store network and order volumes, tightening the payments layer fits into its broader focus on speed, reliability and conversion efficiency. Reducing friction at checkout is particularly critical in quick commerce, where ordering decisions are highly time-sensitive.
The rollout underscores how payments — once a largely invisible backend function — are emerging as a strategic layer for India’s largest delivery platforms, as competition intensifies across food delivery and quick commerce and margins remain under pressure.
Published on January 6, 2026
