A user using Swiggy app in India. Credit: sdx15/Shutterstock.com.

Indian food delivery platform Swiggy has introduced a tool, known as Smart Links, to boost restaurants’ online orders by converting digital engagement into sales.

Smart Links offers customised links that restaurants can share on social media platforms, directing customers straight to their Swiggy menu page.

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 The tool will also provide insights into customer behaviour post-ad engagement, such as order placement and preferences.

This data will enable restaurants to refine their marketing efforts for better results.

The Indian unicorn noted that restaurants in the country typically allocate between 3% to 6% of their revenue to advertising, which includes spending on digital platforms such as Meta and Google, as well as traditional media.

However, the effectiveness of these investments in driving tangible business outcomes has been difficult to measure.

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The new Smart Links tool aims to bridge this gap by enhancing the conversion path from online engagement to actual orders.

The introduction of Smart Links is expected to streamline the customer journey from social media to placing an order, thereby improving the return on investment for online marketing campaigns.

Swiggy in a statement said: “This personalised approach enables restaurants to drive orders through their online presence while engaging with a broader audience. For customers on the other hand, it is a one-click experience to order from restaurants they have discovered online or on social media platforms.”

The company also claims that since its inception, the tool has driven more than four million menu sessions, covering 35,000 restaurant partners.