If you have to introduce social commerce to Swiggy, how will you do it?

1. Scope & Goal A) Goal: Increase engagement, lower Customer Acquisition Cost (CAC), and boost Average Order Value (AOV). B) Focus: Food Delivery core. 2. The Strategy (First Principles) A) Current State: Swiggy is a Transactional Utility. Users open it only when hungry. High intent, low time spent. B) The Problem: "Paradox of choice" causes drop-offs. Loyalty relies on heavy discounting. C) The Pivot: Become a Discovery Destination. Help users decide what to eat using social proof, capturing top-of-funnel intent. 3. Target Personas A) Persona 1: Doesn't trust 4-star ratings; wants friend recommendations. B) Persona 2: Posts aesthetic food content but gets zero rewards for driving sales. C) Persona 3: Coworkers/roommates who find shared ordering and bill-splitting chaotic. 4. Brainstormed Solutions A) Idea 1: Trust Circles (Network Discovery): Sync contacts to see "Trending in your circle" and friend-curated lists. Why: Solves the trust deficit. B) Idea 2: Crave Feed (Content Commerce): Short-form video food reviews with a "1-Click Add to Cart" button. Why: Monetises scrolling and visual cravings. C) Idea 3: Squad Buying (Gamified Group Carts): Shareable cart links (via WhatsApp) that unlock tiered discounts as more friends add items. Why: Drives viral organic acquisition. 5. Prioritisation (Impact vs. Effort) A) The MVP: Squad Buying (Immediate AOV/acquisition impact) + Trust Circles (High conversion, low tech lift). B) Parked: Crave Feed (High impact, but requires massive effort to build video infrastructure and moderation). 6. Success Metrics A) North Star: % of total daily orders originating from social/group features. B) Acquisition: K-factor (Virality of Squad links), CAC of socially-acquired vs. ad-acquired users. C) Engagement: Average session length, DAU/MAU ratio. D) Monetisation: AOV of Squad Carts vs. Individual Carts. 7. Risks & Mitigations UI Bloat: Social features might slow down the user who just wants to order in 10 seconds. Fix: Keep core flow clean; put social discovery in a dedicated tab.