New Delhi: The launch of online shopping experience by WhatsApp, along with Jio platforms, the holding company for the digital services businesses of Reliance Industries (RIL), will help these companies to take on e-commerce behemoths such as Jeff Bezos-controlled Amazon and Walmart-owned Flipkart.
Experts are of the view that the partnership will give JioMart, the e-commerce platform of RIL, around 48.7 crore WhatsApp users in India. At present, the total annualised active e-commerce users in the country are only 20 crore.
Rohan Agarwal, partner at research firm Redseer, told Business Standard: “WhatsApp is the primary messaging app for most Indians and the partnership shows the level of access JioMart would have to reach out to them.”
He went on add that it would help in expanding the reach of the e-commerce to users who might not be accessing online retail platforms.
To recap, speaking at the 45th AGM of RIL on Monday (August 29), Isha Ambani, director, Reliance Retail Ventures Ltd (RRVL), gave a presentation on placing online grocery orders using Meta-owned WhatsApp and making payments.
In a global first, JioMart on WhatsApp will aid users in India, including first-time online shoppers, to have a new shopping experience in ordering a wide range of groceries on WhatsApp. They will be able to shop via JioMart’s entire grocery catalogue by easily selecting their favourite items. Also, they will be able to add these products to the cart and pay without leaving the WhatsApp chat.
Mark Zuckerberg, founder and chief executive officer (CEO), Meta, said the association with JioMart would enable people to buy groceries from JioMart in a single chat.
Agarwal highlighted that most of the online grocery businesses generate from big cities and this alliance will be an opportunity for small cities and towns.
The financial daily quoted Devangshu Dutta, CEO, Third Eyesight, as saying that the partnership will have a big impact on the entire e-commerce industry.
He told the publication: “Reliance is the largest retailer in the country and with deep pockets. It wants to (tap) not just the big cities but small cities and towns as well. Given the fact that WhatApp is something consumers are comfortable with, and grocery is related to high-frequency purchases, they are firing on all cylinders.”
Dutta added that the crucial thing for both companies to be successful is to create a delivery process that is quick and cost-effective.