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Dark patterns have been a regulatory focus since the government, in November 2023, formally defined 13 manipulative tactics as unfair trade practices.
The checkout process in Zepto has been overhauled.
Quick commerce platform Zepto has rolled out design changes to its app after certain features were criticised by customers as ‘dark patterns’, deceptive interface tactics that can push users into making unintended purchases. This makes Zepto the first major e-commerce company in India to implement such changes under heightened regulatory scrutiny.
One of the biggest updates is to its free-delivery benefit. Previously, users had to manually opt in, a step that drew complaints for being cumbersome and opaque. Now, the feature is applied automatically, similar to practices on rival platforms such as Blinkit, according to a Moneycontrol report.
The checkout process has also been overhauled. All charges — including delivery fees, handling charges and surcharges — are now displayed on the cart page, rather than appearing only at the payment step.
The moves come after the consumer affairs ministry earlier this year warned several firms, including Zepto, Uber and Ola, to remove manipulative design elements or risk action. While Zepto has maintained its app did not employ dark patterns, users have previously highlighted issues such as hidden coupons for paid subscribers and unexpected add-on fees like “small cart” or “rain” charges.
Dark patterns have been a regulatory focus since the government, in November 2023, formally defined 13 manipulative tactics — from false urgency and basket sneaking to confirm shaming and drip pricing — as unfair trade practices. The crackdown intensified in 2025, with the ministry holding a review meeting with top e-commerce executives in May and directing regular audits, prompt fixes, and participation in a new industry–government committee for standardised enforcement.
The Central Consumer Protection Authority has issued multiple advisories, and an August 2024 report by the Advertising Standards Council of India found that 52 of the 53 most-downloaded Indian apps used at least one manipulative design feature.
Zepto’s changes come as it raises fresh capital. In recent weeks, it has secured Rs 400 crore from Motilal Oswal Financial Services, Rs 25 crore from MapmyIndia under a strategic partnership, and ₹7.5 crore from Elcid Investments, valuing the company at $5.9 billion. It is also in advanced talks to raise $450-500 million, which could lift its post-money valuation to around $7 billion.
A team of writers and reporters decodes vast terms of personal finance and making money matters simpler for you. From latest initial public offerings (IPOs) in the market to best investment options, we cover al…Read More
A team of writers and reporters decodes vast terms of personal finance and making money matters simpler for you. From latest initial public offerings (IPOs) in the market to best investment options, we cover al… Read More
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