Zepto revamps app, drops 'dark patterns' amid regulatory pressure

Zepto revamps app, drops dark patterns amid regulatory pressure

Zepto has removed certain interface elements on its app flagged by customers as “dark patterns” — deceptive design tactics that nudge users into unintended purchases — becoming the first major e-commerce player to make such changes amid regulatory pressure.

Zepto has changed how its free-delivery benefit works. The feature, which earlier required users to manually “opt in” — a process that drew criticism from customers — is now auto-applied, in line with practices adopted by rivals such as Blinkit, Moneycontrol found on August 13.

The company has also redesigned its checkout flow, with the cart page now displaying all charges upfront, including delivery, handling and any surcharges instead of these showing up at the final payment step.

The changes follow warnings from the consumer affairs ministry earlier this year to several e-commerce companies, including Zepto, Uber and Ola, to remove manipulative design elements or face regulatory action.

While Zepto has denied that its interface used dark patterns, customers have flagged issues such as buried coupons despite paid subscriptions and last-minute add-ons like “small cart fees” or “rain fees”. The tweaks appear to address these concerns directly.

Dark patterns have been in the crosshairs of Indian regulators for over a year. In November 2023, the government notified guidelines that defined 13 such tactics, including false urgency, basket sneaking, confirm shaming and drip pricing, as unfair trade practices.

Regulatory scrutiny intensified in 2025. On May 29, the ministry called a meeting with senior executives of top e-commerce platforms to review compliance with the rules.

It directed companies to conduct regular audits, fix violations promptly, and work with a newly formed joint industry-government committee to standardise enforcement. Officials also reiterated that platforms could face penalties or other action if manipulative designs persisted.

The Central Consumer Protection Authority has issued multiple advisories and launched probes, while the Advertising Standards Council of India found in an August 2024 report that 52 of the 53 most-downloaded Indian apps used at least one manipulative design tactic.

Also read: How 'dark patterns' quietly trick you and why government is calling them out

Zepto’s compliance push comes as the company is in the middle of a large funding round. In recent weeks, it raised Rs 400 crore from Motilal Oswal Financial Services, Rs 25 crore from MapmyIndia as part of a strategic partnership, and Rs 7.5 crore from Elcid Investments at a $5.9 billion valuation.

The company is also in the midst of negotiating a $450–500 million raise, which is expected to value the firm at $7 billion post-money.