Zepto is expanding its Sponsored Products ecosystem with a new ad format called Add & Save, designed specifically for the cart page.
Unlike traditional Sponsored Products that focus on search and product discovery, Add and Save targets shoppers after they have already added products to their cart—bringing advertising closer to the final purchase decision.
What is Zepto Add and Save?
Add and Save allows brands to showcase products as complementary additions to an existing cart.
The format focuses on three key propositions:
- Cost-effective pairing – Position products as an affordable addition to the current basket.
- Better value for money – Encourage shoppers to increase their basket by highlighting value.
- Organic recommendation – Make the promoted product appear as a relevant recommendation within the shopping journey.
Why is this important?
The introduction of Add and Save shows how q-commerce advertising is moving beyond search-led discovery.
The customer journey is increasingly becoming:
Search → Discover → Add to Cart → Add-on Purchase → Checkout
The cart is one of the highest-intent touchpoints in this journey. By introducing an ad format here, Zepto gives brands an opportunity to influence the last-mile purchase decision.
Potential Use Cases for FMCG Brands
The format could be particularly relevant for complementary products, such as:
Shampoo + Hair Serum
Detergent + Fabric Conditioner
Biscuits + Beverages
Snacks + Dips
Toothpaste + Toothbrush
The real opportunity will be identifying the right product combinations and shopper context, rather than simply pushing another SKU into the cart.
The Bigger Retail Media Trend
With Sponsored Products, Cross Sell, Swap & Save and now Add & Save, Zepto is creating advertising opportunities across multiple stages of the shopper journey.
For advertisers, this means campaign planning may increasingly need to consider not just what shoppers search for, but also what they are likely to add next.
Q-commerce advertising is moving closer to the checkout—and the cart is becoming the next important retail media surface.
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