JEPTO hikes minimum order value amid profit push, impacts small buyers

NEW DELHI, Aug 19 – Quick‑commerce service JEPTO has increased the minimum spend required for complimentary delivery. The baseline figure has risen to ₹199 from ₹149, and during peak demand periods the floor climbs to ₹299.

The policy shift mirrors the free‑delivery limits of rival platforms Blinkit and Instamart, signalling a convergence of pricing tactics across the sector.

Experts suggest the change is driven by the need to boost average order value (AOV) and curb delivery‑related losses. By pushing customers to purchase more items per checkout, JEPTO aims to improve its per‑order contribution margin.

Consumer advocates warn that the higher threshold could alienate shoppers who typically place small, urgent orders. Their ability to benefit from free shipping will now depend on a larger cart size.

JEPTO’s update comes alongside similar moves by Zomato and Swiggy, which recently raised platform fees by about 19% and 17% respectively. The pattern reflects a broader industry trend: tightening delivery costs while striving to keep users engaged on the platform.