Swiggy is officially transforming its “Minis” platform into a link-in-bio service, pivoting away from its original discovery-based model to accommodate both physical goods and digital service offerings.
Expanding Beyond Physical Goods
The company is broadening the scope of its service to support digital offerings from a diverse range of providers. As part of this update, Swiggy is introducing a Google Calendar integration to streamline scheduling and implementing Google Reviews as a native rating system for these service providers.
Shift in Discovery Strategy
Swiggy has confirmed that it is sunsetting the discovery layer for shops. Merchants who previously relied on the internal Minis discovery mechanism to attract new customers will now need to drive their own traffic and promote their shops through external channels.
Despite the removal of the discovery layer, Swiggy maintains that Minis continues to deliver superior conversion rates compared to competing platforms. The company notes that because customers can easily access their order history and save favorite shops within the Minis interface, merchants can expect a higher rate of repeat business.
The Competitive Landscape
With this move, Swiggy enters a space occupied by established link-in-bio services like Linktree, which already facilitates appointment booking and storefronts. Similarly, platforms like Patreon are increasingly integrating tools that allow creators to engage and monetize their audiences in varied ways.
This strategic pivot comes as Swiggy prepares for an initial public offering in India, aiming to raise $1.25 billion. In recent years, the company has heavily prioritized scaling its quick commerce arm, Instamart, to fend off competition from rivals like Zomato—which operates BlinkIt—and the Lightspeed-backed unicorn Zepto.
While competitors such as BlinkIt and Zepto partner with brands to sell products directly on their platforms, Swiggy remains unique in this segment by maintaining a dedicated SaaS-style product tailored specifically for small sellers and creators.
