Zepto: Growing Basket Value per Customer in Quick Commerce

You are a product manager at Zepto, the Indian quick-commerce app that delivers groceries and everyday essentials within minutes. Lay out a strategy that raises average order value per user. ```hint Follow the cost of each order Every quick-commerce order carries picking, packing and rider costs whatever its size. Ask why a bigger basket matters to the business, then find the moments in the shopping journey where a user stops adding items. ``` ### Clarifying Questions - Does "average order value per user" mean the value of each order, or a user's total spend over a period, which also depends on how often they order? - Should the strategy cover all users, or a segment such as new users, paid-membership members or users in particular cities? - Are pricing levers such as delivery fees, small-cart charges and free-delivery thresholds in scope, or only product features? - Is there a target lift or time frame? ### What a Strong Answer Covers - A precise metric definition, and why basket size matters for per-order economics in quick commerce - Levers split into more items per order and higher-value items, mapped to moments in the shopping journey - A chosen user segment with concrete, prioritized solutions for its pain points - A primary metric with guardrails on order frequency, conversion, margin, delivery time and satisfaction - Risks such as users ordering less often, discount-funded growth and the operational limits of dark stores and riders ### Follow-up Questions - Average order value rises in your test but orders per user fall. How do you decide whether the strategy worked? - Would you personalize the free-delivery threshold for each user? What trust problems could that create? - How do larger baskets affect picking time and riders, and how would you protect the speed promise?