Quick commerce applications are undergoing a significant transformation in their design, increasingly incorporating a multitude of visual elements such as pop-ups, advertisements, banners, and interactive games. This shift, driven by intense competition and the imperative to achieve profitability, is causing considerable frustration among users who primarily seek fast and efficient purchases.

User complaints flooding microblogging sites like X underscore a widespread dissatisfaction with the cluttered interfaces. A survey conducted by ET revealed that 62% of respondents observed a noticeable increase in visual elements, with nearly all users reporting challenges in navigation, often resorting directly to the search bar. Specific feedback highlighted Instamart's heightened pop-ups and animations, perceived as distractions, and Zepto's surge in graphics and pop-up ads. In contrast, market leader Blinkit's interface was generally considered less cluttered, with users expressing a clear preference for simpler, less taxing user experiences.

The underlying motivation for these design changes is multifaceted. Quick commerce companies are leveraging fast-moving graphics, interactive games (like Zepto's 'blow the candles' and 'release the balloons'), and sponsored content as strategies to boost consumer engagement and retention. Industry experts note the strategic placement of ads in easily accessible areas, such as the top half of the page and the bottom right corner, to maximize user interaction. UI/UX designers emphasize the critical importance of a quickly loading front page with essential features readily available.

Furthermore, the expansion of product assortments and the onboarding of more direct-to-consumer (D2C) brands necessitate new ways to inform customers. Chandan Mishra, CTO of Rubick.ai, explains that videos and banners are now crucial for introducing new brands and products, helping customers make informed decisions while simultaneously increasing profit margins for the platforms. Companies are also implementing UI/UX tweaks to build brand recall, exemplified by Zepto's 'Monday' search prompt. Alongside these visual changes, there has been a significant increase in discounts, with average discounts rising from below 10% two years ago to 20-25% on maximum retail price across various categories.

A major driver behind these design overhauls is the substantial growth in advertising revenue. Sponsored products and brands have proliferated, making advertising a key margin contributor for consumer internet companies. In fiscal 2025, top quick commerce players—Blinkit, Zepto, and Instamart—collectively generated over Rs 3,000 crore in ad revenues, with more than 90% directly contributing to their bottom line. This revenue stream is bolstered by rapid user growth: Blinkit's monthly transacting users surged to 13.7 million in Q4 FY25, and Instamart's to 9.8 million. Both native advertising (from brands selling on the platform) and non-native advertising (from sectors like financial services and automotive) have gained momentum, with quick commerce companies experiencing faster ad revenue growth compared to other e-commerce giants like Amazon and Flipkart.

Beyond design, quick commerce is evolving into full-fledged marketplaces and expanding geographically. Instamart has reached 100 cities, and Flipkart Minutes operates 400 dark stores across 19 cities, seeing increased traction in tier-1 and tier-2 regions. To cater to diverse user bases, apps are implementing localized recommendations tailored to regional preferences and celebrations. Kiran Ramakrishna, CEO of Rubick.ai, states that quick commerce platforms are transitioning from last-minute purchase services to marketplaces, aiming to balance product assortment with a clean user interface and experience. The ultimate goal is to increase app frequency and encourage purchases of non-essential items.

However, this aggressive monetization strategy has sparked concerns about the use of "dark patterns." These deceptive UI design techniques are employed to subtly manipulate customers into making purchases they might not otherwise consider. Industry experts and users have flagged this approach, and the government has reportedly begun efforts to clamp down on such practices by consumer internet companies, highlighting the delicate balance quick commerce platforms must maintain between profitability and ethical user engagement.