BENGALURU, Feb. 2 -- Quick commerce platforms are pushing shoppers to buy in bulk to lift order values, but analysts warn the discount-heavy tactic may deepen, not solve, their profitability challenge.

Swiggy Instamart and Zepto are doubling down on bulk-purchase and planned-order features, betting that nudging customers to buy more per order will raise average order values (AOV) and improve unit economics.

The push appears to be delivering headline gains. Swiggy Instamart's Maxxsaver drove its AOV up to Rs.746 in the December quarter, from Rs.534 a year earlier, underscoring growing consumer appetite for discounted larger carts.

But analysts caution that much of this growth is being bought with deeper discounts, free-delivery threshol...