Glance partners with Swiggy Instamart to launch one-tap purchase feature

Glance, a leading smart lock screen platform, has partnered with quick commerce platform Swiggy Instamart to introduce a one-tap purchase feature.

The new initiative allows users to place orders directly from their smartphone lock screens, making it easier for brands to connect with over 230 million active users in India.

By tapping on promotional content displayed on the Glance lock screen, users are taken directly to the corresponding product page on Swiggy Instamart for instant purchase.

The partnership aims to streamline the consumer shopping experience and enhance the effectiveness of brand communication.

Boosting brand engagement and sales 

The collaboration between Glance and Swiggy Instamart is designed to boost the visibility of Consumer Packaged Goods (CPG) brands by using a data-driven approach.

By combining Glance's engagement metrics and Swiggy’s user data, brands can target well-defined audience groups at optimal times. This strategy has already demonstrated significant success, with some brands seeing an average 10% sales uplift.

For instance, a popular energy drink brand experienced a 20% sales increase, while a nutrition supplement brand saw a 10% rise in sales through this feature.

Seamless integration across platforms

To expand the reach of this one-tap purchase feature, Glance and Swiggy are leveraging the InMobi Exchange, a mobile advertising platform that allows campaigns to run across approximately 30,000 mobile apps in India.

This integration enables brands to extend their advertising efforts beyond the lock screen, reaching consumers on other premium apps and driving even more significant business outcomes.

This comprehensive approach enhances brand engagement, as users can interact with promotions across multiple touchpoints seamlessly.

Leadership comments

Vasuta Agarwal, Chief Business Officer at InMobi Consumer and Performance Advertising, highlighted the potential of this collaboration: "By integrating Glance’s premier screen presence, targeting capabilities, and reach of over 230 million users with Swiggy Instamart’s quick commerce convenience, we are setting a new standard for brand engagement in today’s fast-paced digital landscape."

She said that one-tap purchases from the lock screen allow brands to connect with consumers in real time, turning intent into immediate action.

Amitkumar Banka, Head of Growth Marketing at Swiggy, said, "The Glance smart lock screen has proven to be a powerful first touchpoint for Android users, driving meaningful results for CPG brands on Swiggy Instamart. This partnership enhances real-time user engagement and translates into tangible business outcomes."

Earlier this year, Glance's parent company, InMobi, raised $100 million in debt financing from MARS Growth Capital, a joint venture between MUFG and Liquidity Group.