Zepto Launches Zepto Pass Membership Programme, Aims to Enhance User Experience

• ByStartupStory     |    February 19, 2024

Quick commerce firm Zepto is rolling out a membership programme, Zepto Pass, designed to boost user retention and improve the overall shopping experience. Priced at Rs 99 per month, the subscription plan offers unlimited free deliveries on orders above Rs 99, along with discounts of up to 20% on orders exceeding Rs 299.

The startup, backed by Nexus Ventures, plans to expand the benefits of Zepto Pass over time. Currently available at an introductory price of Rs 19 per month to select users in cities like Delhi and Kolkata, the programme may introduce multiple time period plans in the future, according to the FAQ section of the Zepto app.

In response to queries from YourStory, Zepto stated, “We are obsessed with our customers. As a result, we are constantly running dozens of small experiments to improve customer experience. Only a few of these experiments are brought to market, hence we do not comment on them.”

The introduction of Zepto Pass follows the company’s recent entry into the unicorn club, achieved after securing $200 million in a Series E funding round led by US-based StepStone Group, valuing the company at $1.4 billion. This move is part of Zepto’s strategy to lead the quick commerce market, challenging competitors like Swiggy’s One membership and BigBasket’s bbstar plan. Swiggy, in a recent move, introduced a lite version of its programme to attract cost-conscious users.

Membership programmes have become vital for ecommerce firms, helping them provide added value to existing users and attract new ones. Zepto’s foray into membership services coincides with its plans for an initial public offering (IPO) by early 2025, emphasizing its commitment to sustainable growth. Co-founder and CEO Aadit Palicha hinted at the firm’s IPO plans, stating that the $200 million fundraising is part of a “capital-building exercise” for the public listing.

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