What are dark patterns? Tricks alleged against quick-commerce platform Zepto

Zepto has recently been making headlines due to allegations of using dark patterns on its platform, charging its customers more than what they should owe. A viral social media post on Reddit, apparently from a former employee of the quick commerce company, claimed that the company has a toxic work culture and uses dark patterns to charge higher prices from individuals with expensive smartphones costing above ₹30,000.

Allegations against Zepto

A viral post on X by a social media user Soumya (@bytesofnews) brought the allegations to light. The post read, “So apparently Zepto is sneaking dark patterns into its checkout flow? Some folks reporting the totals of individual items aren’t adding up to the bill final.”

Another X user, Sayan Mitra (@YBNormal78), shared a personal experience where she was charged ₹1,600, even though the total for the items in the order was ₹1,574. She discovered that the extra charge was for packaging, which was not mentioned on the platform but appeared on the GST invoice.

Furthermore, users posted screenshots of personal experiences like Zepto using “Confirm Shaming” by showing ‘No, I don’t want to save’ when they try to decline buying the Zepto Pass, and hiding packaging charges when buying groceries.

The company has yet to provide a public clarification on the matter. However, Zepto co-founder Aadit Palicha posted on X, “I have nothing against work-life balance. In fact, I recommend it to all our competitors,” and added that this is a quote he read from an interview.

What are dark patterns?

Dark patterns are deceptive design practices that manipulate users into making decisions they otherwise would have avoided. These tactics are used to exploit the consumers and extract money or personal data from them.

Some of these patterns include:

• Adding items without customer selection
• Creating a sense of urgency on false pretences
• Forcing customers to disclose information in order to use the platform
• Drip pricing (when the headline price of an item is different from the final cost as additional charges are added in increments)
• Coercing users to take unwanted actions
• Making cancellations difficult
• Confirm shaming (evoking negative emotions like guilt or shame when users attempt to cancel or unsubscribe from a service)

Consumer Protection Act, 2019

The Ministry of Consumer Affairs, under the Consumer Protection Act, has several guidelines to prevent unfair practices. These guidelines put limitations on business tactics and prohibit practices like creating false urgency and adding items or charges without prior customer approval.