Zepto Launches Subscription-Led Analytics Tool For Consumer Brands

Quick commerce major Zepto has launched a new data analytics tool, Atom, for consumer brands listed on the platform. 

In a video on X, Zepto cofounder and CEO Aadit Palicha said that the subscription-led offering will enable brands to gain deeper insights on behavioural data, “pincode-by-pincode market share data, and brand performance”.

Palicha said that Atom will allow merchants to examine a live map of every neighbourhood and pincode they serve to derive hyperlocal insights on their performance. 

“For example, a brand can see on Zepto Atom Maps that their sales are under-indexed in the western neighbourhoods of Hyderabad and double down on pricing, marketing, or distribution efforts in those geographies to unlock growth,” he added. 

In addition, Zepto Atom, as per the company, will offer “minute-by-minute” sales, customer impressions, and conversion data to brands, enabling them to optimise advertising campaigns, pricing, and their product range according to different consumption trends for their products during the day. 

The quick commerce giant’s CEO also said that Atom boasts an in-house natural language processing (NLP) assistant, Zepto GPT, to answer merchant queries. He said that the chatbot, trained on the company’s internal data, will offer insights for improving the performance of brands

“Zepto GPT then analyses the vast datasets within Zepto Atom to provide actionable answers, strategic recommendations, and even generates data reports on behalf of the brand,” Palicha added. 

The company also claimed that the new data analytics tool will provide the brands data on “customer repeatability and retention, share of voice in search and home page, full-funnel visibility on customer purchase behaviour with their product, etc”.

Zepto Looks To Expand Top Line

With this, Zepto is likely looking to create an alternate revenue stream by charging listed brands. However, there is no clarity on the pricing structure for Atom. 

Zepto Atom subscription will complement the platform’s existing free Zepto Brand Portal, which offers basic data to brands regarding their performance on the platform. “The value of the Zepto Atom subscription is the next level of insights brands can derive from this tool, most of which are not available on any ecommerce platform in India today,” added Palicha.

With Atom, Zepto has taken a leaf out of rival Zomato’s playbook and forayed into the B2B SaaS space. The Deepinder Goyal-led company, in February this year, launched Nuggets, an AI-powered and no-code customer support platform, for enterprises.

However, unlike Zomato, which is focussing on external customers, Zepto is leveraging the network effects of its own platform to bolster its top line. 

The new offering comes amid intensifying competition in the quick commerce space. Players like Eternal-owned Blinkit, Swiggy Instamart, Zepto, Flipkart Minutes, and BigBasket are splurging billions of dollars to grow their dark store count and woo more customers. 

The development also comes a day after it was reported that Zepto has brought in Motilal Oswal’s founders Motilal Oswal and Raamdeo Agrawal to its cap table through a $100 Mn secondary deal to trim foreign shareholding in the startup. The transaction is part of a larger $350 Mn round, with the rest being mopped up by Motilal Oswal’s clients, including domestic family offices.

Zepto is currently preparing for its public listing on the Indian exchanges. Sources told Inc42 earlier this week that the company has delayed its IPO plans due to the uncertainty and ongoing volatility in the markets, and is eyeing its market debut in early-2026.

On the financial front, Zepto more than doubled its revenue from operations to INR 4,454.52 Cr in FY24 from INR 2,025.70 Cr in the previous year. The quick commerce major’s loss narrowed by a marginal 2% to INR 1,248.64 Cr from INR 1,271.84 Cr in FY23.