Quick commerce platforms are rapidly evolving their retail media capabilities, and Zepto has introduced another important update for advertisers. The platform has launched Product Listing Ads (PLA) – Cross Sell, a new addition to its Sponsored Products ecosystem designed to improve cross-category discovery while delivering better campaign performance.
This update replaces the earlier CPM-based Cross Category campaigns with a Cost-Per-Click (CPC) model, giving brands greater control over budgets and allowing them to pay only when a shopper actively engages with their ad.
What Are Product Listing Ads PLA Cross Sell?
PLA – Cross Sell is a new subtype of Sponsored Product campaigns that helps brands promote their products across related categories. The objective remains similar to previous cross-category campaigns—driving product discovery outside the primary category—but the mechanism is now more performance-driven.
With the shift to CPC, advertisers can focus on measurable engagement rather than paying purely for impressions.
Key Placements Across the Purchase Journey
One of the most powerful aspects of PLA – Cross Sell is its ability to appear across multiple high-intent touchpoints within the Zepto app:
- Search Page – Reach shoppers actively searching for related products.
- Product Detail Page (PDP) – Capture users while they are evaluating a specific product.
- Cart Page – Influence purchase decisions at the final stage of checkout.
These placements allow brands to stay visible throughout the entire consumer purchase journey, increasing the likelihood of cross-selling complementary products.
Bid Multipliers for Better Control
Another major improvement is the introduction of placement-level bid multipliers. Advertisers can now adjust bids separately for:
- Search Page
- Product Detail Page (PDP)
- Cart Page
This enables brands to allocate budgets strategically and prioritize placements that deliver the highest conversion rates.
Performance and Scale
PLA – Cross Sell campaigns also offer significant scale and strong engagement potential.
- 45 crore monthly views across Search, PDP, and Cart placements
- Average CTR of around 2% on these high-visibility assets
- Average ROAS of approximately 4x, making the format highly efficient for performance-driven campaigns
Because brands pay only when users click, the CPC model ensures that ad spend is aligned with actual shopper interest.
Why This Matters for Advertisers
The transition from CPM-based cross-category campaigns to a CPC-based model signals a broader shift toward performance-focused retail media advertising in quick commerce.
For brands, this means:
- Better budget efficiency
- More granular control over placements
- Increased opportunities for cross-selling complementary products
- Improved ability to measure ROI
As quick commerce platforms continue to expand their advertising ecosystems, formats like PLA – Cross Sell will play a key role in helping brands drive incremental basket value and product discovery.
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