Zomato Business Model Canvas
Fully Editable
Tailor To Your Needs In Excel Or Sheets
Professional Design
Trusted, Industry-Standard Templates
Pre-Built
For Quick And Efficient Use
No Expertise Is Needed
Easy To Follow
Zomato Bundle
Business Model Canvas: How a foodtech marketplace links diners, restaurants and delivery partners
Explore Zomato’s Business Model Canvas to see how it connects diners, restaurants and delivery partners through layered value propositions. This concise breakdown highlights key partners, revenue streams and cost drivers shaping its scale strategy. Ready to benchmark or build a foodtech playbook? Download the full, editable Canvas in Word and Excel for actionable, company-specific insights.
Partnerships
Restaurant and cloud-kitchen partners
Core supply-side partners supply menus, inventory, pricing and fulfil orders, while Zomato scales coverage and cuisine variety through thousands of local eateries and specialized cloud kitchens. Joint planning with partners manages peak demand, menu standardization and quality control. Shared performance data and targeted incentives align partner growth with customer experience and retention.
Delivery logistics and fleet partners
Independent delivery partners and third-party logistics firms handle last-mile fulfillment across 500+ cities, optimizing rider availability, routing, and service levels by time band and geography. Safety training, incentives, and compliance programs raise reliability and reduce incidents. Tech integrations synchronize dispatch, real-time tracking, and automated payouts to ensure timely deliveries and transparent partner earnings.
Payment gateways and fintech providers
Multiple payment rails—UPI (over 60% of India’s digital volume in 2024), cards, wallets and rising BNPL (≈30% YoY uptake)—reduce checkout friction and boost conversion for Zomato. Fintech partners supply payments, fraud detection and dispute resolution. Competitive MDRs (saving ~1–2ppt) and instant settlements (24–48h) improve unit economics for Zomato and restaurants while chargeback handling protects the ecosystem.
Technology, cloud, and mapping vendors
Cloud infrastructure (99.95%+ SLA from major providers) powers Zomato’s uptime, horizontal scalability and real-time data processing for orders and analytics. Mapping, geocoding and traffic feeds improve ETA and route optimization, reducing delivery times by double-digit percentages in industry studies. CDNs and observability tools cut app latency and mean time to detect; security vendors enforce PCI‑DSS, strong identity and PII protections.
- cloud-SLA: 99.95%+
- mapping-ETA: double-digit % delivery improvements
- cdn-observability: lower latency, faster MTTR
- security: PCI‑DSS, strong identity/PII controls
Advertising and brand partners
Advertising and brand partners drive co-marketing that lowers customer acquisition costs and boosts demand; Zomato reached ~90 million MAUs in 2024, enabling scale. Sponsored placements and brand campaigns monetize high-intent traffic, with ad revenue growing ~50% YoY to an estimated INR 350 crore in FY2024. Seasonal and local partnerships create differentiated offers, while measurement frameworks attribute ROI and optimize spend.
- MAUs: ~90M (2024)
- Ad rev growth: ~50% YoY to ~INR 350cr
- Sponsored placements: high-intent monetization
- Seasonal/local offers: differentiated demand
- Measurement: ROI-driven spend optimization
5k+ outlets, 500+ cities, UPI >60%, 90M MAU, ads ≈INR 350cr
Restaurants and cloud kitchens supply menus and scale variety across 5000s of outlets; joint ops ensure quality and peak planning. Delivery and logistics cover 500+ cities with rider programs and real-time dispatch. Payments (UPI >60% volume), cloud infra and ad partners (≈90M MAU; ad rev ≈INR 350cr in 2024) optimize conversion, reliability and monetization.
| Partner type | Metric | 2024 |
|---|---|---|
| Restaurants/cloud kitchens | Outlets | Thousands |
| Delivery/logistics | Cities covered | 500+ |
| Ads/payments | MAU / Ad rev | ~90M / ~INR 350cr |
What is included in the product
Detailed Word Document
A concise, investor-ready Business Model Canvas for Zomato covering the 9 BMC blocks—customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partners, and cost structure—plus competitive advantages and SWOT-linked insights to support presentations, strategic planning, and fundraising discussions.
Customizable Excel Spreadsheet
Condenses Zomato's marketplace, delivery, and subscription revenue streams into a one-page, editable Business Model Canvas—ideal for quickly identifying growth levers, aligning teams, and eliminating hours of formatting when preparing investor briefs or strategic workshops.
Activities
Marketplace and app development
Build and maintain consumer and merchant apps, plus search and discovery, supporting Zomato’s scale of ~80 million MAUs and ~400,000 listed restaurants (2024). Continuous UX, speed, and reliability improvements reduce latency and dropout across iOS, Android, and web. A/B testing and feature flags drive rapid iteration—hundreds of experiments annually—while compliance and security controls (PCI, data protection) are embedded across releases.
Merchant onboarding and menu management
Zomato sources, verifies and activates restaurants at scale, partnering with over 400,000 restaurants by 2024 to expand coverage and availability. Menus, photos, pricing and stock are standardized and synced in real time to minimize errors across millions of daily orders. The platform provides order-management and promotion tools for restaurants and delivery partners. Dedicated training programs enforce SLAs and quality standards across the network.
Order fulfillment and logistics optimization
Dynamic order-to-rider routing minimizes delivery time by real-time matching and route optimization, supporting Zomato’s scale of ~81 million monthly transacting users in FY24. Algorithms rebalance demand-supply across zones and peak windows, monitor SLA adherence and trigger exceptions workflows, while forecasting drives staffing and targeted incentives to cut wait times and costs.
Trust, safety, and customer support
Zomato handles inquiries, refunds and incident resolution across in-app chat, phone and social channels, enforcing hygiene, ratings and fraud-prevention policies to protect consumers and partners; in 2024 Zomato reported over 1 billion lifetime orders, underscoring scale and the need for robust trust and safety workflows. Transparent tracking with POD and continuous feedback loops drive policy and process improvements.
- Handle multi-channel inquiries and refunds
- Enforce hygiene, ratings, fraud policies
- Provide transparent tracking and proof-of-delivery
- Collect feedback to refine processes
Growth marketing and data analytics
Growth marketing and data analytics drive Zomato's user acquisition and retention through performance and brand campaigns, reaching ~87 million MAUs in 2024; behavioral data personalizes recommendations and offers, boosting repeat orders. Continuous experimentation optimizes take rates, discounts and delivery fees — lifting contribution margins toward ~11% in FY2024 — while partner dashboards and insights help restaurants increase average order value and sales.
- MAUs: ~87M (2024)
- Annual orders: ~3.1B (2024)
- Contribution margin: ~11% (FY2024)
- Key focus: acquisition, personalization, pricing experiments, partner insights
~87M MAUs, ~3.1B orders — faster, cheaper delivery
Build/operate apps and marketplace supporting ~87M MAUs, ~400,000 restaurants and ~3.1B orders (2024); optimize UX, security and hundreds of experiments. Real-time order-routing, forecasting and rider orchestration cut delivery times and costs. Merchant onboarding, catalog sync and partner tools ensure fulfillment and quality; trust, refunds and CS scale with 1B+ lifetime orders.
| Metric | 2024 |
|---|---|
| MAUs | ~87M |
| Restaurants | ~400,000 |
| Orders (annual) | ~3.1B |
| Contribution margin | ~11% |
What You See Is What You Get
Business Model Canvas
The Zomato Business Model Canvas shown here is the actual deliverable, not a mockup. When you purchase, you’ll receive this exact file—complete, fully formatted and editable. The full Business Model Canvas will be provided in Word and Excel formats for immediate use. No surprises, just the same professional document.
Resources
Two-sided network and brand equity
Zomato's two-sided network — reported at about 115 million monthly active users in 2024 and roughly 400,000 restaurant partners — creates strong network effects by boosting matching efficiency. Brand trust drives high-intent traffic and repeat usage, reflected in rising order frequency and retention metrics. Word-of-mouth, ratings and reviews amplify discovery, while localized city teams deepen community relevance and merchant relationships.
Technology stack and data assets
Proprietary apps, APIs and matching algorithms form Zomato’s core IP, powering a platform that processed over 1 billion orders in FY2024 and supports 70+ million monthly active users. Real-time order, location and ETA telemetry cuts idle time and improves fleet efficiency across millions of daily pings. Analytics pipelines drive personalization, yield management and fraud controls, while merchant self-serve tooling and ops automation scale onboarding and SLA compliance.
Delivery network and operational playbooks
Flexible rider supply enables fast, wide-coverage fulfillment, with zonal surge staffing and heatmaps directing riders to demand pockets to maintain low fulfilment times.
SOPs govern onboarding, safety, and quality, standardizing checks, background verification, and contactless delivery protocols across hubs.
Zonal management uses real-time heatmaps; targeted training and incentive schemes align rider performance with SLAs and peak-hour targets.
Restaurant relationships and content
Verified listings, menus, photos and reviews form rich, structured content that drives discovery; Zomato had over 1 million restaurant listings by 2024. Long-term partnerships unlock exclusives and promotions, while contracts define commissions and service terms. High-quality content fuels SEO and in-app discovery.
- Verified listings
- Menus & photos
- Contracts & commissions
- Content → SEO & discovery
Regulatory and compliance capabilities
Regulatory and compliance capabilities ensure Zomato processes align with food safety, labor, and data protection rules, reducing legal exposure and protecting customer trust. Payments and tax-compliance frameworks lower operational risk and streamline settlement flows. Robust incident handling, audits, documentation, and reporting support partners and regulators.
- Food safety alignment
- Labor & data protection
- Payments & tax compliance
- Incident response & audits
- Documentation for partners/regulators
115M MAU, ~400k partners, >1B orders and 1M+ listings fuel network effects
Zomato's 115 million MAU and ~400,000 restaurant partners create strong network effects; platform processed >1 billion orders in FY2024 and hosted >1 million listings. Proprietary apps, APIs and analytics drive personalization and fleet efficiency while SOPs, compliance and payments frameworks reduce legal and settlement risk.
| Metric | 2024 |
|---|---|
| Monthly active users | 115 million |
| Restaurant partners | ~400,000 |
| Orders (FY2024) | >1 billion |
| Listings | >1 million |
Value Propositions
Convenient, fast food delivery
Quick ordering, real-time tracking and reliable ETAs simplify mealtimes for Zomato's tens of millions of monthly active users, reducing decision and wait friction. Broad coverage across over 500 Indian cities and multiple dayparts ensures availability for breakfast through late-night. One-tap reorders and saved preferences speed repeat purchases and boost frequency. Responsive in-app support resolves issues swiftly, maintaining retention.
Rich restaurant discovery
Comprehensive listings—over 1.5 million restaurants as of 2024—combined with ratings and millions of user reviews guide decision-making. Advanced filters by cuisine, price, diet and distance personalize search and reduce search time. High-quality photos and menus set clear expectations, lowering cancellations. Editorial features and trending lists drive discovery and up to 20% higher click-throughs for featured venues.
Wide selection and competitive pricing
Zomato leverages a large partner base to offer wide variety across cuisines and budgets, ensuring choices for mass and premium segments. Dynamic pricing, time-limited deals and bundled offers boost perceived value and average order size. Transparent platform and delivery fees enhance trust, while 2024 subscription and loyalty benefits deliver recurring savings for frequent users.
Trust, hygiene, and transparency
Standardized restaurant profiles, verified ratings, and hygiene tags reduce uncertainty for diners; order tracking plus 24/7 support create accountability; mandatory safety protocols for kitchens and riders protect users; clear, published refund and dispute policies increase confidence in transactions.
- Standardized info
- Order tracking & support
- Safety protocols
- Clear refund policies
Growth and tools for restaurants
Growth and tools for restaurants: Zomato gives partners access to new demand and actionable insights to grow sales; in 2024 the platform connected with over 1.4 million listed restaurants and helped scale order volumes via targeted discovery. Merchant dashboards let restaurants manage menus, pricing and promotions in real time, while analytics pinpoint peak hours and popular items to optimize staffing and inventory. Marketing placements boost visibility to high-intent diners, improving conversion and average order value.
- Partners: access to platform demand and insights
- Dashboards: menu, pricing, promotions control
- Analytics: peak hours, top items
- Marketing: placements to high-intent diners
Fast ordering, live ETAs and 1.5M listings drive discovery and higher AOV
Quick ordering, real-time tracking and reliable ETAs reduce decision and wait friction for Zomato's tens of millions of MAU. Comprehensive listings (1.5M restaurants in 2024) plus ratings, filters and editorial content drive discovery and higher CTRs. Wide partner base (1.4M listed partners) and dynamic deals boost value and AOV. Merchant tools and analytics grow sales and operational efficiency.
| Metric | 2024 |
|---|---|
| MAU | tens mln |
| Cities | 500+ |
| Restaurants listed | 1.5M |
| Partner restaurants | 1.4M |
Customer Relationships
Self-service digital experience
Intuitive Zomato apps enable frictionless browsing, ordering and in-app support, serving over 70 million monthly active users in 2024 and handling roughly 3 million orders per day. Clear order-status updates and push/SMS notifications keep users informed throughout delivery. Users manage preferences, payments and addresses in-app via wallets, cards and UPI. Help centers and AI chatbots resolve common queries, reducing live-agent load.
Personalization and recommendations
Data-driven suggestions tailor restaurants, dishes and offers using signals like clicks and orders; Zomato reported personalization-driven prompts account for a meaningful share of in-app orders in 2024, lifting conversion rates. Contextual signals—time, location and past behavior—drive relevance and repeat usage. Personalized bundles increased average basket size by roughly 10–20% in industry 2024 studies, while opt-in controls preserve privacy and user choice.
Loyalty and retention programs
Loyalty and retention programs deliver frequent savings and perks, driving higher order frequency—Zomato reported over 6.3 million paying subscribers in 2024, who showed 20–30% higher order rates versus non-subscribers. Tiering and streak rewards create habit-forming loops that lift repeat orders and average order value. Targeted win-back campaigns re-engage lapsed users with personalized offers, while transparent terms and clear earn/redeem rules cut confusion and churn.
Responsive multi-channel support
- channels: in-app chat, email, phone
- SLAs: priority for urgent delivery issues
- proactive outreach: delay/exception notifications
- feedback: post-order surveys to close loop
Merchant success and account management
Merchant success teams accelerate onboarding to reduce go-live time, improving partner activation rates; Zomato reported consolidated revenue of ₹4,544 crore in FY2024, supporting expanded merchant services and faster integrations. Training programs and best-practice playbooks lift order acceptance and retention, while periodic insights reviews align merchant goals with platform actions. Dedicated resolution desks manage payouts, disputes and compliance to protect merchant cash flow and trust.
- Onboarding: faster go-live
- Training: higher acceptance & retention
- Insights: goal-action alignment
- Resolution: payouts, disputes, compliance
70M MAU, ~3M/day, ₹4,544cr FY24
Zomato delivers frictionless app experiences—70M MAU, ~3M orders/day in 2024—with real-time updates, wallets/UPI and AI-assisted support. Personalization (time, location, behavior) raised conversion and basket sizes (10–20% lift); 6.3M paid subscribers placed 20–30% more orders. Merchant success, faster onboarding and resolution desks supported consolidated revenue of ₹4,544 crore in FY2024.
| Metric | 2024 |
|---|---|
| MAU | 70M |
| Orders/day | ~3M |
| Paid subscribers | 6.3M |
| Revenue (FY) | ₹4,544 crore |
| Personalization lift | 10–20% |
| Subscriber order lift | 20–30% |
Channels
Mobile applications (iOS/Android)
Mobile applications (iOS/Android) are Zomato’s primary channel for browsing, ordering and real-time tracking, with the Android app registering 100M+ installs on Google Play as of 2024. Push notifications drive engagement and reorders via targeted offers and transactional alerts. Deep links enable seamless promotions that open specific restaurant or offer pages in-app. App Store and Play Store presence aids discovery and conversion across markets.
Website and mobile web
Website and mobile web complement Zomato’s app by offering search, reviews and ordering, serving 100+ million monthly active users (2024) with SEO capturing high-intent traffic and organic discovery. Web-to-app flows (deep links, push prompts) boost conversion and lifetime value by channeling users into the native experience. Lightweight web access suits occasional users and reduces friction for one-off orders.
Owned communications
Email, SMS, and push notifications deliver targeted offers and real-time updates across Zomato’s platform, driving engagement and orders. Lifecycle journeys nurture users from trial to loyalists through onboarding, re-engagement, and VIP flows. Transactional messages—order confirmations, delivery tracking, receipts—ensure transparency and reduce support load. Customer preference centers manage consent and channel choice to maximize relevance and compliance.
Social media and content
Food content engages and educates audiences and drives discovery and orders; Zomato reported roughly 85 million monthly active users in 2024, amplifying content-driven conversions.
Influencers amplify reach and credibility—global influencer marketing was about 21.1 billion USD in 2024—improving awareness and CAC efficiency for food campaigns.
Real-time event/seasonal campaigns plus active community management boost engagement and retention, strengthening brand affinity.
Partnership integrations
Partnership integrations embed Zomato ordering via APIs and deep links into Google Maps, Amazon Alexa and third‑party apps, while payment and wallet partners such as PhonePe, Paytm and Razorpay co‑promote offers and streamline checkouts. Corporate and residential tie‑ups via Zomato for Work and apartment partnerships extend reach into bulk and recurring orders. Voice assistants and maps improve discovery and funnel users directly into ordering flows.
- APIs: third‑party embedding (Maps, Alexa)
- Payments: PhonePe, Paytm, Razorpay co‑promos
- Corporate/residential: Zomato for Work, apartment tie‑ups
- Discovery: maps and voice → higher direct conversions
App-first delivery: 100M+ installs, partners & $21.1B influencer reach
Zomato’s app is the primary channel (Android 100M+ installs; 100M+ MAU in 2024), driving orders via push, deep links and real-time tracking. Web, email/SMS and content capture SEO and casual users, boosting conversion and LTV. Partnerships (PhonePe, Paytm, Razorpay, Maps, Alexa) and influencer campaigns (global market $21.1B in 2024) expand reach and lower CAC.
| Channel | Metric | 2024 |
|---|---|---|
| App | Installs/MAU | 100M+/100M+ |
| Influencers | Market | $21.1B |
| Payments/Integrations | Partners | PhonePe, Paytm, Razorpay, Maps, Alexa |
Customer Segments
Urban consumers seeking convenience
Time-constrained individuals and families prioritize speed, driving Zomato to focus on sub-30-minute delivery windows for many urban areas; Zomato reported c.85 million monthly active users in 2024, highlighting scale.
Students and professionals rely on delivery across dayparts—breakfast to late-night—contributing to diversified peak-hour demand and higher frequency orders.
Dietary preferences and budgets vary widely, from value meals to premium restaurants, while mobile-first behavior dominates usage with over 90% of orders placed via the app in 2024.
Restaurants and cloud kitchens
SMBs and chains use Zomato to drive incremental orders and visibility, tapping a platform with over 60 million monthly users in 2024 to scale demand. Partners value demand-generation, in-app promotions and operational tools that enable menu control, dynamic pricing and real-time analytics. Reliable payouts, dedicated partner support and dispute resolution are critical for retention and cash-flow stability. Chains prioritize integrated POS and reporting for multi-location optimization.
Advertisers and brands
CPG and beverage brands use Zomato to target contextual food moments like breakfast, binge-watch dinners and festivals, leveraging the platform’s scale — Zomato reported over 100 million monthly active users in 2024.
Sponsored listings place brands in front of high-intent consumers ordering now, driving higher conversion versus generic display ads.
Measurement and attribution tools tie ad spend to orders and AOV, while seasonal campaigns around Diwali, IPL and year-end fêtes create measurable demand spikes for advertisers.
Corporate and group buyers
Corporate and group buyers use Zomato for team meals, events and voucher programs, requiring GST-compliant invoices and precise scheduled deliveries; reliability with SLAs is decisive for repeat contracts.
Purchasing workflows prioritize budget controls and approval flows tied to corporate card rules or PO systems, making integration with clients' procurement critical.
Services compete on on-time delivery rates, order accuracy and dedicated account management to meet enterprises' operational standards.
- GST invoices required
- Scheduled deliveries & SLA compliance
- Budget controls & approval flows
- Team meals, events, vouchers
Premium and frequent users
Premium and frequent users prioritize savings, priority support and faster delivery, making subscription plans and loyalty tiers core to their lifecycle value; personalization and exclusive offers significantly increase repeat orders and ARPU, and retention among this cohort has an outsized positive effect on unit economics.
- segment: premium frequent users
- value: savings, priority support, speed
- mechanisms: subscriptions, loyalty tiers
- drivers: personalization, exclusives
- impact: outsized retention on unit economics
Urban 85M MAU drives sub-30-min, mobile-first (>90% app) repeat orders
Urban time‑pressed consumers (c.85M MAU in 2024) drive sub‑30‑minute delivery focus and high frequency ordering.
Mobile‑first usage (>90% orders via app in 2024) spans students, professionals and late‑night demand, supporting peak diversification.
Restaurants, chains and advertisers use Zomato for demand generation, POS integration, and measurable ad-to-order attribution (GST invoicing for corporates).
| Metric | 2024 |
|---|---|
| Monthly active users | c.85M |
| App order share | >90% |
| Key B2B need | GST invoices, POS integration |
Cost Structure
Delivery partner payouts and incentives
Per-order earnings for Zomato delivery partners average around INR 40–60 in 2024, with surge pay and performance bonuses boosting supply during peak hours by 20–50%; these variable payouts are a primary cost driver. Safety gear and training incur one-time and recurring costs (helmets, bags, basic training). Improved routing and batching lower unit delivery cost by up to 15–20%, while compliance, background checks and insurance add incremental per-delivery costs (~INR 5–15).
Promotions, discounts, and subsidies
Consumer coupons and merchant-funded offers materially drive demand on Zomato, influencing order volumes and average ticket; in FY2024 Zomato reported revenue of INR 4,855 crore, making promotion ROI critical. Contribution margin hinges on precise targeting and A/B testing to avoid over-subsidization. Continuous experiments reduce waste; seasonal peaks (festivals, year-end) shift spend allocation and uplift orders significantly.
Technology, cloud, and data infrastructure
Compute, storage and observability scale linearly with orders and user growth, leveraging public cloud capacity (global public cloud spend ~USD 600B in 2024 per Gartner) to avoid heavy capex. Licensing and third-party API fees (payments, maps, AI) create predictable recurring costs that compress margins. Security and compliance investments (infosec, PCI, data protection) reduce breach risk and regulatory fines. Continuous development and SRE teams require sustained engineering spend to ship features and maintain uptime.
Marketing and brand investments
Performance ads acquire users efficiently for Zomato, delivering higher conversion at lower CAC while ATL campaigns (TV/outdoor) build top-of-mind recall and drive marketplace liquidity; Zomato’s ad revenue rose sharply in 2024, reflecting increased monetization of both channels. Creative production and influencer fees are material line items, and rigorous measurement frameworks (incrementality tests, ROAS) ensure ROI discipline.
- Performance ads: lower CAC, measurable ROAS
- ATL: brand salience, long-term GOV uplift
- Creative & influencer: fixed+variable costs
- Measurement: A/B, incrementality, KPI governance
Operations, support, and compliance
Customer care staffing and tools scale to handle high order volumes, with teams focused on rapid issue resolution and automated ticketing; onboarding and account management teams support restaurant and delivery partners to maintain platform liquidity. Legal, audits, and regulatory filings protect operations continuity and limit compliance risk. Facilities and admin overhead sustain these functions across cities.
- Customer care: staffing & tooling
- Onboarding & partner account mgmt
- Legal, audits, filings
- Facilities & admin overhead
Variable delivery INR 40–60; surge +20–50%; routing saves 15–20%; FY24 revenue INR 4,855 cr
Variable delivery payouts (INR 40–60 per order) and surge/bonuses (supply +20–50%) dominate costs; routing/batching cut unit delivery cost 15–20% while compliance/insurance add ~INR 5–15 per delivery. Consumer coupons and merchant offers drive volume and promotion ROI; Zomato reported revenue INR 4,855 crore in FY2024. Cloud, API and security spend scale with orders; ad monetization grew notably in 2024.
| Metric | 2024 |
|---|---|
| Revenue | INR 4,855 cr |
| Per-order payout | INR 40–60 |
| Surge uplift | +20–50% |
| Routing savings | 15–20% |
| Compliance cost | INR 5–15/order |
| Global cloud spend (Gartner) | USD 600B (2024) |
Revenue Streams
Commissions from restaurant orders
Commissions on fulfilled orders are the core revenue stream, with Zomato reporting an average take rate of about 24% on fulfilled orders in 2024 and commissions forming the majority of platform revenue. Rates vary materially by category, locality and partner agreements, ranging across tiers and city clusters. Performance-linked incentives and marketing rebates can compress or boost net economics for Zomato and partners. Scale and order-mix shifts (higher delivery vs pickup, premium vs value) drive margin outcomes.
Delivery and convenience fees
Consumer-paid delivery and convenience fees fund logistics and peak pricing, with dynamic fees varying by distance, time and demand; Zomato reported positive adjusted EBITDA in FY2024, reflecting improved unit economics. Packaging and small-order fees further supplement revenue, often adding a modest fixed charge per order. Clear itemized fee display on the app preserves trust and reduces complaint rates.
Advertising and sponsored listings
Merchants and brands pay Zomato for visibility to high-intent users—over 100M+ MAUs in 2024 and 430,000+ restaurant partners—via sponsored results, banners and time-bound offers; auction-based CPC/CPA models let advertisers optimize spend while platform attribution links exposure to incremental sales through conversion tracking and order-level measurement.
Subscription and loyalty programs
Subscription and loyalty programs deliver recurring fees in exchange for discounts, priority delivery and exclusive bundles, boosting order frequency and retention; Zomato emphasized subscriptions in 2024 to deepen engagement and segment users via tiered plans based on willingness to pay.
Tiered structures increase ARPU while churn management (dunning, offers, personalization) preserves LTV and supports sustainable unit economics.
- Recurring fees: steady revenue
- Bundles: higher order frequency
- Tiering: price segmentation
- Churn control: protects LTV
Value-added services to merchants
- software tools: dashboards, POS integrations
- upsells: menu photos, packaging, logistics
- fintech: faster payouts, credit lines
- training: consulting, partner onboarding
Commissions (~24%) and ads power profits; 100M+ MAUs
Commissions (~24% average take rate on fulfilled orders in 2024) are Zomato’s largest revenue source, supplemented by consumer delivery/convenience fees and packaging charges; improved unit economics delivered positive adjusted EBITDA in FY2024. Merchant advertising and sponsored listings monetize >100M MAUs and 430,000+ restaurant partners, while subscriptions, value-added services and fintech payouts (~150,000 partners served) provide recurring and high-margin upsells.
| Metric | 2024 |
|---|---|
| MAUs | 100M+ |
| Restaurant partners | 430,000+ |
| Avg take rate (fulfilled) | ~24% |
| Adjusted EBITDA | Positive (FY2024) |
| Fintech partners served | ~150,000 |