New Delhi, May 22 -- With "Swap and Save", a new quick-commerce gimmick that became public almost a week ago, Zepto is benching upselling to flirt with an unconventional cart experience: downselling.

minute delivery pioneer is suggesting cheaper options to its customers when they review their cart total, the most price-sensitive point in the quick-commerce business.

But why would a platform whose profits almost exclusively depend on the order value deliberately encourage its customers to spend less?

That's the million-dollar question that has baffled everyone, from consumers to direct-to-customer (D2C) brand owners.

Mint explains how Zepto's adventurism impacts margins, inventory management, advertising revenue, and its behaviour towa...