ETtech Explainer: Why are D2C brands unhappy with Zepto’s ‘swap and save’ feature?

Quick-commerce platform Zepto is facing backlash from direct-to-consumer (D2C) brands over its newly introduced ‘swap and save’ feature, which allows customers to swap a selected product in their cart with a cheaper alternative from a different brand.

What’s the feature about?

Rolled out last week, ‘swap and save’ prompts customers at checkout to switch to a similar but lower-priced item. For instance, if a user adds a particular brand of coffee, they may be offered a cheaper alternative from another brand before placing the order.

While this…