Quick commerce platform Zepto has begun implementing changes to its checkout page to address scrutiny around use of dark patterns on its app.
In the first visible implementation to eliminate dark patterns, Zepto now auto-applies free delivery on orders above `99. The company notified users of this change through a pop-up notification prominently displayed on login.
CCPA pressure pushes Zepto to clean up interface
The move comes as Zepto faces intense scrutiny from the Central Consumer Protection Authority (CCPA) over alleged dark patterns. In June, the CCPA directed all e-commerce platforms, including Zepto, to conduct self-audits within three months to identify and eliminate deceptive practices.
Previously, users complained about having to manually apply free delivery options or pay the delivery fee extra despite crossing the minimum order value, a practice that fell under “interface interference” – one of the 13 dark patterns identified by CCPA guidelines. The auto-application feature addresses this specific concern by removing the manual step that could trick users into paying unnecessary delivery charges.
More transparency updates likely in the pipeline
As reported by FE last month, Zepto had implemented significant changes to its Super Saver service, introducing fulfilment fees ranging from Rs 14-42 and restricting standard coupon usage. The company acknowledged customer feedback that Super Saver offered fewer savings compared to regular orders.
The checkout modification appears to be the first step in Zepto’s promised platform cleanup. It has faced multiple dark pattern allegations in recent months including ‘basket sneaking’ where the app automatically adds Zepto Pass subscriptions requiring manual removal, ‘confirm shaming’ tactics that guilt users with messages like ‘No, I don’t want to save,’ and ‘drip pricing’ where final amounts exceed itemised costs due to hidden packaging and handling charges.
According to sources familiar with the matter, the company is also planning to roll out further changes in the coming weeks that address remaining concerns.
Zepto’s moves reflect broader industry pressure to clean up practices that manipulate customer behaviour.
Zepto did not respond to a request for comments at the time of going to the press.