Quick commerce platform Zepto has quietly rolled out an in-app UPI payments feature, signaling a growing shift among large delivery platforms to internalize payment flows and streamline the checkout experience. The move allows users to complete UPI transactions directly within the Zepto app, without being redirected to third-party payment apps such as Google Pay or PhonePe.

While Zepto has not made a formal public announcement and did not comment on the structure of the offering, the rollout aligns with a broader industry trend where consumer internet platforms are building native payment capabilities. By keeping transactions within the app, companies aim to reduce friction at checkout, improve success rates, and lessen dependence on external UPI providers.

Zepto now joins food delivery players Swiggy and Zomato, both of which have introduced in-app UPI solutions over the past year. These initiatives reflect a strategic push to optimise the payment journey, especially as high-frequency transactions become central to quick commerce and food delivery models.

Swiggy recently launched Swiggy UPI using the National Payments Corporation of India’s UPI plug-in framework. The feature allows users to complete payments entirely within the app after a one-time setup, helping reduce checkout time and payment failures caused by app switching.

Zomato, on the other hand, adopted a different approach by partnering with ICICI Bank to roll out its own UPI service. This enables users to create a Zomato-linked UPI ID and make real-time payments directly within the app, functioning closer to a full UPI handle issued via a banking partner.

With Zepto’s latest move, in-app payments are fast becoming a standard feature across delivery platforms, highlighting how control over checkout is emerging as a key lever for improving user experience and operational efficiency.