Zepto has made a bold move in India’s quick commerce space with the launch of Zepto Atom, a subscription based analytics tool for advertisers and brand partners. Built as an add-on to the existing Zepto Brand Portal, Atom marks the platform’s first step toward monetizing its rich consumer and performance data.

Launched on May 16, 2025, Atom was rolled out in just three weeks showcasing Zepto’s aggressive roadmap as it gears up for an IPO. With a $5 billion+ valuation and over 850 dark stores across India, Zepto is shifting from pure-play delivery to becoming a retail media and insights powerhouse. This launch signals Zepto’s intent to enter the ₹1,000 crore consumer analytics market, traditionally dominated by global players like Nielsen and Kantar. 

With this shift, advertisers are now being asked to pay for insights that were once either unavailable or significantly delayed. Which raises the core question this blog aims to answer: Is Zepto Atom worth the investment brands and business leaders in the Q-comm ecosystem?

How is Zepto Atom Advantageous?

In a recent webinar led by Zepto’s Founder and CEO Aadit Palicha, the platform unveiled the core components of Zepto Atom, outlining features such as:

• Live Monitor
• Geo Insights
• Vendor App
• Zepto GPT

While each feature has merit, the Live Monitor stands out as the most impactful for advertisers.

• Earlier, platforms shared performance data on a D-1 or D-7 basis, which delayed timely decision-making. Zepto Atom changes that with minute-by-minute data refreshes, enabling advertisers to optimise campaigns in near real-time. 
• This level of temporal detail reveals when and where your campaigns are hitting or missing. 
• It also makes it easier to map seasonal trends and adjust SKU-level strategies quickly across different time blocks in the day.

Another key upgrade is Geo Insights. 

• With Atom, brands can compare regional performance vs national benchmarks, pinpointing where they’re over or under-indexing. 
• The tool goes as deep as PIN code-level analysis, helping marketers identify if only a handful of dark stores are disproportionately driving conversions in a city. 
• This allows teams to fine-tune supply, pricing, and promotional strategy down to the SKU level with precision.

But what truly shifts the scene is Zepto GPT, an in-built AI tool using Zepto’s platform data and inspired by large language models like ChatGPT and Google Gemini. 

• It interprets platform data through the lens of category-level benchmarks, offering both high-level strategic recommendations and granular insights. For example, it can highlight:
  • Funnel drop-offs with visual charts
  • Underperforming geographies or SKUs
  • Missed opportunities in retention or repeat purchase behavior
  • Strategic answers to questions like, “What’s leaking in my funnel?” or “Which product should I push next week?” or “Am I above or below category average this month?”

A Seller’s Guide to Using Zepto Atom

Here’s a step-by-step guide to help brands, advertisers, and business teams get the most out of their subscription: 

• Download the Relevant Data

Start by exporting your campaign and product performance data directly from Zepto Atom’s dashboard. Choose data portions that align with your current objectives. These could be impression-to-purchase funnel stats, geographic performance, repeat rates, or product-level metrics. 

• Feed the Data into Zepto GPT

Once you have your dataset, input it into Zepto GPT trained on performance benchmarks, SKU trends, and buyer behaviour across the platform.

• Use Targeted Prompts to Identify Loopholes

Prompt engineering matters. To reveal weak links in your performance funnel, use a detailed input like, 

Analyse this data to identify stages where the funnel breaks, especially in low-converting SKUs, and compare with category median performance. Highlight statistically significant anomalies.

• Request a Custom Optimisation Strategy

Follow up with a prompt like:

Based on this data, suggest an optimisation plan to increase conversions in the top 3 underperforming cities and improve retention among first-time buyers.

The AI will recommend geo-specific interventions, category-based bid adjustments and also pricing tweaks. 

• Blend AI Insight with Human Context

This is where human judgment becomes crucial. Use your knowledge of seasonality, stock availability, product margins, and historical Zepto trends to validate and refine the AI’s suggestions. Not every AI-generated action is viable from an operational or financial standpoint.

• Test a New Campaign Using Zepto GPT

Beyond improving current campaigns, use Zepto GPT to ideate and launch entirely new ones. Feed in a target goal like:

Help me launch a city-specific campaign for a low-velocity product in the snacks category with a X% conversion target.

The tool can structure a targeting plan, suggest creatives, timing, and budget splits, all grounded in Zepto’s data universe.

• Conclude and Reflect

Finally, interpret the insights holistically. It’s best used as a strategic supporter, not a final decision-maker. Trust it for data interpretation, benchmarking, and hypothesis generation but rely on human teams for executional nuance and brand context.

What to Expect from Zepto Atom in the Coming Weeks?

Zepto’s ambition with Atom goes far beyond its current release. The company has committed to weekly product updates and here’s what’s on the immediate roadmap:

• Post-Purchase Insights

Zepto Atom will soon offer data on retention, repeat purchases, and drop-offs, helping brands track long-term value, not just one-time sales.

• Share of Voice Benchmarks

Advertisers will see how often their products show up across search, homepage, and carousel placements compared to competitors.

• Zepto Surveys

Zepto plans to use its cohorts of people to run micro-surveys, delivering qualitative and quantitative insights within 48 hours. 

• AI Buyer Personas 

A new AI tool will build detailed customer profiles using browsing and purchase data. This will improve targeting with more precision.

• Dark-Store Level Visibility 

Currently, inventory visibility is available at the city level (e.g., Pune-wide). In upcoming updates, Zepto will also offer dark store-level stock insights. 

• SKU-Store Matching Ads

Brands will soon be able to promote specific SKUs based on actual store inventory. This will boost both operational efficiency and campaign performance.

What Does Zepto Atom Bring to the Quick Commerce Space?

Historically, the biggest obstacle for brands in quick commerce has been data opacity. Until now, real-time insights, geo-specific analysis, and customer behavior data were either unavailable or scattered across systems.

Zepto Atom closes that gap. This is precisely why Zepto Atom is a game changer in the Q Commerce landscape. With this rollout, data becomes transparent and is left in the hands of brands/sellers/advertisers. Teams can now monitor performance, refine messaging, and reallocate budgets with precision and immediacy. This shift empowers teams to optimise faster and strategise smarter.