Why Zepto and Swiggy Launched ‘Saver’ Categories Instead of Just Offering Discounts
Recently, Zepto and Swiggy quietly introduced new categories within their Q-commerce apps: Zepto Super Saver and Swiggy MaxxSaver. These sections promise rock-bottom prices — but only if you shop above ₹999.
At first glance, it may look like a typical price promotion. Why create a new category instead of simply applying dynamic discounts at checkout for large carts?
But if you’re a product manager, designer, or strategist in eCommerce, this move is far from trivial. It reflects smart UX thinking, behavioral economics, and business strategy. Let’s unpack it.
1. 🛍 From Discount to Destination: Framing the Value Proposition
Cart-based discounting is invisible until the end of the journey. It’s reactive.
Creating a dedicated “Saver” category changes the narrative from:
“Spend more and we’ll reward you later”
to
“Come here to shop smart, and you’ll save upfront.”
This reframes discounting as a destination, not a side effect. Users choose to enter the “Saver” zone. It gives them control and confidence, and that’s powerful for conversion.
The takeaway:
Designing intentional value-based micro-stores is more compelling than sprinkling discounts system-wide.
2. 🔒 UX Anchors and Cognitive Simplicity
Modern Q-commerce apps are packed with categories: snacks, fruits, health, baby care, beverages, kitchen staples, and more. Amid this variety, users seek shortcuts.
A clearly labeled “Saver” category becomes a behavioral anchor — a mental shortcut for:
“This is where I go when I want the best bang for my buck.”
This builds habit. Even better, users pre-qualify themselves: they know they need to hit ₹999, so they browse differently — likely to build a bigger cart consciously.
3. 📦 Supply Chain Leverage Through Curation
Another under-the-hood advantage? Category-level curation.
Both Swiggy and Zepto can select products:
- With better margin structures
- That brands want to promote via paid campaigns
- With excess stock needing liquidation
- From high-velocity essentials that don’t need deep discounts
This curated storefront lets operations, procurement, and marketing teams work together more effectively than with broad-based pricing rules.
4. 📊 Better Data, Better Decisions
Creating a separate category enables cleaner experimentation and performance tracking:
- How do users convert when they land in MaxxSaver vs. normal flow?
- What is the average order value uplift from these zones?
- What’s the LTV of Saver shoppers?
- Which SKUs move the fastest?
Trying to extract this from cart-discounting logs is harder and more error-prone. A clear “Saver” category is a clean funnel to observe and optimize.
5. 💸 Preserving Brand Integrity While Encouraging Bigger Carts
System-wide discounts often train users to expect low prices all the time. This can erode brand value over time.
In contrast, putting deals behind a ₹999 paywall ensures that savings come with effort and intent. Users understand:
“If I shop more, I save more.”
This helps:
- Increase AOV (average order value)
- Avoid discount leakage on small-ticket carts
- Preserve premium pricing perception on regular listings
In Conclusion: This Isn’t Just a “Saver” Category — It’s a Strategic Move
What looks like a simple UI tweak is actually a blend of:
- UX strategy (anchored funnels)
- Behavioral economics (value framing)
- Inventory control (curated products)
- Growth marketing (habit loops)
- Data discipline (clean attribution)
Zepto and Swiggy didn’t just launch a promo — they launched a new customer journey.
As Q-commerce and retail-tech mature, micro-segmentation of intent and value like this will become the norm. And we’ll see more such UX-led strategies that shape not just how people shop — but why.
Thanks for reading! If you’ve got ideas to contribute to this conversation please comment. If you like what you read and want to see more, clap me some love! Follow me here, or connect with me on LinkedIn or Twitter.
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