Brilliant breakdown of the delivery fee psychology aspect. The way the ₹35 fee creates such a different percieved burden at ₹150 (23%) vs ₹500 (7%) is exaclty what dunno gets overlooked in quick commerce planning. I've seen similar patterns with my local delivery service where low-value orders just vanished overnight after fee increases. The tiered fee recommendation makes so much sense because it matches user behavior to economics instead of forcing the opposite.
What this breakdown does nicely is connect that perception gap to concrete behaviours (basket resizing, cart abandonment, low‑AOV cohorts churning) and then tie it back to a pricing architecture that respects how different users mentally account for fees.
Curious if you have seen any experiments where online platforms lowered fees for low‑AOV, high‑frequency users and instead recouped it via membership or subscription to shift them into a more habit-driven pattern?
Brilliant breakdown of the delivery fee psychology aspect. The way the ₹35 fee creates such a different percieved burden at ₹150 (23%) vs ₹500 (7%) is exaclty what dunno gets overlooked in quick commerce planning. I've seen similar patterns with my local delivery service where low-value orders just vanished overnight after fee increases. The tiered fee recommendation makes so much sense because it matches user behavior to economics instead of forcing the opposite.
What this breakdown does nicely is connect that perception gap to concrete behaviours (basket resizing, cart abandonment, low‑AOV cohorts churning) and then tie it back to a pricing architecture that respects how different users mentally account for fees.
Curious if you have seen any experiments where online platforms lowered fees for low‑AOV, high‑frequency users and instead recouped it via membership or subscription to shift them into a more habit-driven pattern?