Quick commerce company Zepto is making a significant move into the consumer analytics space with the launch of its subscription-based platform, ‘Zepto Atom’. Set to launch on May 16, 2025, Zepto Atom aims to disrupt the ₹1,000 crore consumer analytics industry in India by providing brands with real-time, hyperlocal insights into consumer behavior and market trends.
Zepto Atom is designed to offer brands listed on the Zepto platform a deeper understanding of their performance, going beyond the basic data provided by the existing Zepto Brand Portal. According to Zepto, the value of the Zepto Atom subscription lies in the "next level of insights" brands can derive, most of which are not currently available on other e-commerce platforms in India.
One of the key features of Zepto Atom is its ability to provide pin code-level market share data and brand performance analysis. This hyperlocal targeting capability allows brands to examine a live map of every neighborhood where they have a presence on Zepto, gaining insights into their performance at a granular level. Brands can access data on pricing, distribution, and marketing effectiveness within specific areas, enabling them to target consumer segments more effectively.
In addition to hyperlocal targeting, Zepto Atom offers real-time consumer insights, with live metrics visibility refreshed every minute. Brands can track sales, customer impressions, and conversion data in real-time, allowing them to optimize advertising campaigns, pricing strategies, and product offerings based on current consumption trends. The platform also provides access to behavioral metrics such as customer repeatability, retention, and share of voice on search and homepage placements.
Zepto Atom also features Zepto GPT, an in-house natural language processing (NLP) assistant trained on Zepto's data. Zepto GPT can provide brands with insights to improve their performance by answering questions such as, "How can I grow my market share in Bengaluru for the protein bar category?".
Zepto's co-founder and CEO, Aadit Palicha, views Zepto Atom as a serious attempt to build a disruptive new product in the consumer analytics industry in India. He believes that Zepto can harness the millions of data points it generates every day to give brands customized and real-time insights at a more competitive price point than they are currently incurring. Zepto intends to invest significantly over the next 12 months to improve the product and add new features, including AI-generated customer personas and automated survey features targeted for specific customer cohorts.
The launch of Zepto Atom aligns with Zepto's broader strategy of achieving profitability. The company has reported a 300% year-on-year increase in Gross Merchandise Value, and Palicha has stated that Zepto is not actively pursuing fresh capital at the moment, with any future funding focused on increasing domestic ownership. Zepto aims to democratize intelligence and make it more actionable and affordable for brands.
Zepto is not the first food delivery platform to expand into SaaS. Earlier this year, Zomato launched Nugget, an AI-native, no-code customer support platform designed to help businesses scale their support operations efficiently. Zepto's move into data monetization reflects a growing trend in the quick commerce sector, where companies are leveraging data to provide added value to their partners and drive revenue.
