Bengaluru: For Bengaluru’s quick commerce users, the rule is simple — either order for at least Rs 199 or be ready to pay extra. As platforms roll back fee waivers, consumers are now spending more than they originally intended just to avoid delivery charges, effectively turning “free delivery” into a Rs 200 minimum commitment.What was once a spontaneous Rs 50 or Rs 80 order now often gets padded with additional items to cross the free delivery threshold. “I just wanted milk and bread worth Rs 90, but ended up adding snacks to push it to Rs 200,” said Rohan S, a 22-year-old engineering student in HSR Layout. “Otherwise, with delivery and handling, it becomes too expensive.”Platforms like Zepto, Swiggy Instamart and Blinkit have all converged around a Rs 199 free-delivery threshold, while also reintroducing fees for smaller orders. In fact, Zepto joined the bandwagon recently by increasing the free delivery threshold from the earlier Rs 149 to Rs 199. In Nov last year, free delivery was for shopping up to Rs 99. Swiggy’s Instamart, Blinkit, and Amazon Now charge Rs 30 as delivery fee for orders below the threshold. The result: customers are either paying Rs 20–30 extra per order or consciously spending more than needed.For students and young professionals in Bengaluru — key drivers of the quick commerce boom — the shift is already changing behaviour. “We used to order multiple times a day without thinking. Now we plan orders as a group or just wait till we actually need more things,” said Nisha M, a student at Christ University. Others say the psychology of spending has flipped. “Earlier, I saved money because I only bought what I needed. Now I’m spending extra just to avoid the Rs 30 fee. Either way, I’m losing money,” said Priyanka Rao, a marketing professional in Indiranagar.Industry experts say this was inevitable. The aggressive fee waiver war in late 2025 failed to deliver proportional user growth, pushing companies to recalibrate pricing. With discounts shrinking, the focus has shifted back to sustainability and margins.But for Bengaluru’s convenience-first consumers, the change is stark. “The whole idea was quick, cheap and easy. Now it’s like — how can we keep ordering like before if every order needs to hit Rs 200?” said Arjun K, a techie in Whitefield.
