Zepto Launches Invite-Only ‘Zepto Club’ Membership

Quick commerce platform Zepto has launched Zepto Club, a paid membership programme offered only to invitees, as it seeks to boost customer loyalty in the midst of cut-throat competition in the quick commerce space.

The membership will be rolled out on an invitation basis at an introductory price of Rs 99 per month.

Members will get 5% cashback in the form of Z-Coins on every order, unlimited free delivery on orders above Rs 99, priority packing and delivery, priority customer support and early access to select offers and products.

The launch comes as quick commerce companies increasingly compete through loyalty programs and premium services to retain customers, taking the competition beyond delivery speed and product assortment.

The move also puts Zepto right in the mix with Swiggy One BLCK, an invite-only subscription program that offers perks across food delivery and Instamart.

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Third subscription attempt:

This is the company’s third foray into building a subscription business, with Zepto Club.

The company had previously launched Zepto Pass, which provided free deliveries and discounts as an incentive for repeat purchases. It also replaced Pass with Zepto Daily, a low-cost membership of as little as Re 1 in some markets, but this was eventually discontinued as Zepto overhauled its consumer offerings.

Unlike its previous programmes, Zepto Club is not limited to delivery benefits but comes with cashback rewards, faster fulfilment and priority customer support as part of a broader premium membership proposition.

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The programme also launches Z-Coins, so members will receive 5% cashback on every purchase which can be used on future orders, creating a rewards ecosystem that will incentivise repeat spending.

Premium grocery strategy:

The membership launch is part of Zepto’s larger strategy to grow into premium grocery retail.

The company is gearing up to launch Select, a premium grocery section featuring imported and gourmet products.

Premium grocery has emerged as a key battleground in quick commerce as players are increasingly launching membership-led propositions. FirstClub has built a subscription-led premium grocery model whereas Blinkit has entered the segment with Blinkit Gourmet.

Membership programmes have also proliferated as a key customer retention strategy across ecommerce and food delivery. For example, Amazon Prime provides the benefits of shopping and entertainment, while Swiggy One BLCK offers premium benefits across food delivery and quick commerce, indicating the growing importance of subscriptions in driving customer loyalty.