Quick commerce player Zepto is testing a broader role in daily life by extending beyond groceries into lifestyle and healthcare services. The twin launch of Zepto Super Mall diagnostics offerings is designed to lift order values and make the app more relevant to everyday shopping and health routines.
On the retail side, Zepto has introduced Super Mall, a new vertical that focuses on premium non grocery products. The section currently features categories such as home decor, fashion, electronics and lifestyle items, marking a deliberate move into higher value retail.
The expansion comes as competition intensifies across quick commerce, with rival platforms stepping up their own portfolios. For Zepto, adding more categories is a way to increase basket size and encourage users to consolidate purchases on its platform.
In healthcare, Zepto is building on its pharmacy offering with an in app diagnostics pilot. Through a partnership with Orange Health Labs, customers in select cities can now book at home sample collections directly through the app. The service promises fast turnarounds, with phlebotomists arriving in about 1 hour and digital reports typically delivered within 6 hours. Available tests include full body checkups, complete blood counts and thyroid profiles.
The company’s broader strategy is to evolve from a pure grocery player into a comprehensive convenience app. Higher margin lifestyle and home products strengthen its retail presence, while diagnostics introduce practical services that support repeat use and habit formation.
ADVERTISEMENT
By allowing users to book tests in the same environment where they order essentials, Zepto is aiming to simplify routine health tasks for busy urban households. The focus is on categories that combine clear utility with relatively frequent need, positioning them as natural extensions of existing behaviour.
The current rollouts remain in pilot mode, limited to selected users and neighbourhoods. Zepto has indicated that if performance metrics meet expectations, both Super Mall and diagnostics will be extended to more cities.
The new initiatives illustrate how quick commerce platforms are diversifying to stay ahead of switching behaviour, where users move between apps depending on category or offer. By placing premium retail and diagnostics under one roof, Zepto is seeking to increase stickiness and reduce the need for customers to juggle multiple services.
If successful, the model could influence how competitors think about adjacencies, from electronics and decor to at home healthcare and wellness. For now, the experiments underscore that the race in quick commerce is no longer just about delivery time but about building a broader everyday ecosystem around convenience, value and trust.
Follow Marketing Moves on Instagram and Facebook for industry insights, strategy breakdowns, and brand transformation stories.
