Zepto — AOV Expansion Strategy
Growth/product case focused on connecting user behavior, purchase friction and business economics.
Zepto's push toward higher AOV through cross-selling can create cognitive overload and cart friction, especially when shoppers are optimizing for a fast 10-minute experience.
What I saw, and how I got to the solution.
Find the real bottleneck
Evaluated the purchase journey and framed the issue around the trade-off between basket expansion and the cognitive load created by aggressive upselling.
Translate behavior into interventions
Designed three focused mechanisms: tiered cart unlocks, one-tap contextual bundles and a premium trust layer for high-ticket items.
Protect the core proposition
Made the solutions contextual and lightweight so users can expand the basket without turning the fast checkout journey into a browsing task.
Define validation
Linked each intervention to AOV, attach/expansion behavior and guardrails rather than claiming an uplift before running experiments.
What changed or what I would validate next.
Produced a testable AOV strategy designed to increase basket expansion and premiumization. No production AOV uplift is claimed.