Zepto Rolls Out In-App UPI, Joins Swiggy & Zomato in Payments Internalization

• Zepto has launched an in-app UPI payment feature, allowing users to complete transactions directly within its app.
• This eliminates the need for redirection to external payment applications like Google Pay or PhonePe.
• The move mirrors similar in-app UPI integrations by rivals Swiggy (using NPCI's plug-in) and Zomato (partnering with ICICI Bank).
• Delivery platforms are internalizing payments to streamline checkout, reduce transaction failures, and gain better control over payment flows.
• This strategic shift aims to enhance user experience, improve operational efficiency, and reduce reliance on third-party providers in a competitive market.

Why It Matters: Delivery platforms like Zepto, Swiggy, and Zomato are internalizing UPI payments for efficiency and control.