In the bustling world of quick commerce, where a bag of onions can arrive at your doorstep in minutes, convenience comes at a cost. Apps like Blinkit, Zepto, Swiggy Instamart, and Amazon Fresh have revolutionised how Indians shop for groceries and essentials, promising speed and ease. But beneath the surface of these seamless services lies a troubling reality: the pervasive use of “dark patterns”—deceptive design tactics that manipulate users into making decisions that benefit companies, often at the expense of buyers’ own wallets, time, and well-being.
Dark patterns, a term credited to user experience designer Harry Brignull, are deliberate design choices that trick users into actions they might not otherwise take. These tactics range from hidden fees and hard-to-cancel subscriptions to misleading advertisements and forced registrations. While they boost profits for companies, they often leave users frustrated, misled, or financially worse off.
In India, the Central Consumer Protection Authority has identified 13 types of dark patterns in its 2023 guidelines, but the list is far from exhaustive. As quick-commerce apps compete for dominance in the country’s multi-billion-dollar market, these manipulative strategies have become increasingly common and problematic.
A conundrum
Quick commerce thrives on urgency. Unlike traditional e-commerce, where users might spend hours browsing, these apps cater to immediate needs: the forgotten onion, a last-minute snack, or a missing household item. But this speed-centric model often comes with less flexible cancellation policies and a higher likelihood of encountering dark patterns.
Take Zomato-owned Blinkit, for example. Users are lured with promises of “free gifts,” only to discover they must spend a minimum amount to unlock the offer. Hidden handling fees and small cart charges further inflate the bill, while competitive pricing often masks higher-than-usual costs. There are other complaints as well. In one instance, an X user claimed that the platform even added free melatonin gummies to orders, raising concerns about dependency and unsolicited promotions.
Zepto, another major player, employs tactics like drip pricing where hidden fees are revealed only at checkout. Users with monthly passes for free delivery must manually select the option each time, a design choice that can easily lead to oversights. The app also creates a false sense of urgency with “Price Drop Alerts” and nags users with last-minute product suggestions, pushing them to spend more. Zepto also charges iPhone users higher prices for fresh fruits and vegetables when compared to Android users.
Swiggy Instamart, meanwhile, confuses users with poorly positioned discount coupons and forces them to scroll through repetitive product suggestions during checkout. The app also defaults to including a bag for customer orders unless users opt out, a practice that ties environmental guilt to consumer choice. And while tipping delivery drivers is optional, the app automatically applies the customer’s chosen tip to future orders, leaving users with less control over their spending.
Even Amazon Fresh, which operates on a slightly slower delivery model, isn’t immune. The app obscures product choices with horizontal scrolling, prioritises its own Solimo brand despite fewer ratings when compared to adjacent products, and misleads users with cashback offers that turn out to be Amazon Pay credits. These tactics not only frustrate users but also raise questions about fair competition in the market.
The risks
Dark patterns exploit users’ vulnerabilities such as their lack of time, emotional state, or even physical ailments. Quick-commerce users in a rush might overlook hidden charges or miss out on discounts due to confusing interfaces.
These practices not only harm consumers but also stifle competition. New entrants with more ethical designs struggle to gain traction, while existing players copy deceptive tactics to stay ahead. The result? A race to the bottom that erodes trust and lowers industry standards.
Regulations and transparency
The Indian government has taken steps to curb dark patterns. The 2023 guidelines prohibit platforms from engaging in deceptive practices and apply to all advertisers and sellers operating in India. However, enforcement remains a challenge, and new dark patterns continue to emerge.
As quick commerce grows, so does the need for greater transparency and accountability. Users deserve clear pricing, honest advertising, and designs that prioritise their needs over corporate profits. Until then, the convenience of a 10-minute delivery might come with a hidden cost—one that goes beyond the price of an onion.
The Gist
- Quick-commerce apps like Blinkit, Zepto, Swiggy Instamart, and Amazon Fresh use dark patterns to manipulate users
- Tactics include hidden fees, misleading discounts, and confusing interfaces that pressure users into spending more
- India’s 2023 guidelines aim to regulate dark patterns, but enforcement remains a challenge
- Consumers must stay vigilant and demand greater transparency from these platforms
Published - February 07, 2025 03:29 pm IST
