After Toxic Workplace Row, Zepto Is Accused Of Fooling Users With Dark Patterns; Know What It Is

Aadit Palicha and Kaivalya Vohra-led Zepto have been slammed left, right, and center over the course of a few months for riddling their Quick Commerce app with insurmountable dark patterns. Recent reports claim that the delivery app is configured to inflate prices according to mobile brands. Products get pricier on iPhones, while they stay relatively less expensive on Android devices. Valued at $5 billion, the co-founders of the app are the youngest self-made billionaires in India. They are now endeavoring to expand Zepto’s services with new categories, including e-pharmacy. Started in 2021, Zepto has quickly positioned itself against rivals Instamart by Swiggy and Blinkit by Zomato. Per reports, the company is burning crores in cash to set up new dark stores, and if sources are to be believed, the company is spending close to Rs 120 crore in monthly digital marketing. Meanwhile, the company is being scrutinized for its dark patterns that are set up to derive maximum business without giving two hoots about the uses. Coined in 2010 by Harry Brignul, a UX expert, Dark Pattern simply refers to deliberate sneaky design patterns aimed at quite literally tricking users into taking actions on the platform which they have not intended, namely sharing personal data, overpaying, and/or subscribing to unwanted services. Netizens are probing and documenting evidence of Zepto testing a new dark pattern with every new release. While CCPA has banned 13 kinds of dark patterns, it is yet to launch an investigation against shady firms, including Zepto by taking suo moto cognizance. One user online reminded me that several companies indulge in unethical dark patterns, including IndiGo, that bumps up fares just before payment. In defence of the dark pattern, a netizen argued that everyone does it and when a kirana wala gives toffee instead of chhutta, do you care as much? Yes, we do! “These dark patterns indicate some very interesting things about Zepto’s priorities and how they perceive their customers,” noted one user. Another user remarked, “Zepto product team deserves an award for the best gaslighting experience, non-linear time tracking and darkest of patterns.” Meanwhile, several users complained of the delivery charge despite the premium pass. Users also highlighted different pricing in different brands of phones. One user jibed, “Dark stores at the front end. Dark patterns at the back end.” The general consensus amongst netizens is that Zepto is the “most user hostile app.” Dark pattern in @ZeptoNow pass experience: While the Zepto pass claims to provide users with free delivery, it asks users to consciously remember & apply a coupon code while placing the order. Cont⬇️ pic.twitter.com/owItAbwNMi — Kushal (@urfwoof) April 9, 2024 @ZeptoNow @zeptocares so the dark pattern of pricing is true , I experienced it myself and when I raised it to your customer care, no one cared to respond for 30 mins. You can sum up my order on Zepto Super Saver! #zepto pic.twitter.com/Cb6npMiDy6 — Chaitanya R Rathi (@bijnismen) December 7, 2024 @ZeptoNow @zeptocares Fraud alert, have been using zepto for the last 6 months was very happy when super saver was introduced. Suddenly this disappeared in the app(tried reinstalling too). It happens that prices were manipulated (15% high) as I tried other phone. #fraudalert pic.twitter.com/Mwoc5cRPqA — kalyan (@kalvarthy) December 3, 2024

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