Swiggy Is Piloting A Direct Ordering Product Swiggy Direct, In Mumbai
- BySheetal Sidhu | July 15, 2021
Swiggy is piloting a direct ordering product, Swiggy Direct, in Mumbai and has entered into agreements with restaurant partners for the programme. The move comes amid allegations by restaurants that food delivery platforms including Swiggy and rival Zomato are charging exorbitant commissions. Swiggy will charge a base fee of 2.5% to cover the cost of direct ordering link and pass on the 2% payment gateway charge to partners.There will also be a Rs 30 base customer delivery fee. If a new customer ends up on Swiggy using the direct ordering link, it will forgo commission along with flat fees for the next 30 days, according to the agreement. The direct link will take the customer to the restaurant’s page on Swiggy’s app, which will have a separate flow from the exist .
Thrive, a competitor in the direct ordering space, charges a 3% commission, while another 1.5-2% goes as payment gateway fee. As part of Swiggy Direct, the company has committed to sharing customer data with the restaurant, which will have to ensure that it would not be released to a third party.Swiggy was not immediately available for comment. This is Swiggy’s attempt at unbundling its services and making amends with restaurant partners, according to the source. According to restaurants, Swiggy has also proposed to become a point of lead generation and let the restaurants deliver to areas that are beyond its service radius.
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