Encryption that isn't completely useless. Recovery records. Huge file support. Better compression in specialised cases (x86 binary code, multimedia). A nicer GUI - 7zip is a clunky, fugly thing and WinZip... urgh. Garish as Las Vegas. A real x64 version (for no reason other than OCD-ness about mixed 32/64 bit binaries). And tar.gz is grotty for random-access, I-know-it's-in-here-somewhere, use cases.
That said, I do still use zip for compatibility 90% of the time - but I was only going to pay for one commercial archiver for Windows, and WinRar was it. Why pay for WinZip? (this was years ago, amortized cost is now less than pennies/day)
Of course you could ask why pay for software at all, but that's a different problem. I'm happy to pay someone for software that works better, does things that otherwise can't be done or would be tedious, or is a de-facto standard of some sort. Hence at one time or another I've paid for Adobe Creative Suite, Cubase, MS Office, VMWare Workstation, Rhino 3D, Autopano Pro, and others.