Reliance started testing its online shopping portal three days after Facebook said it will invest $5.7 billion (Rs. 43,574 crores) in digital assets controlled by billionaire Mukesh Ambani.
JioMart, an e-commerce venture of Reliance Retail, went live in three neighbourhoods surrounding Mumbai, leveraging a deal that gives it access to WhatsApp’s 400 million users in India currently under the world’s most expansive lockdown.
The WhatsApp-based portal is likely to give a tough challenge to similar other digital platforms like Amazon.com Inc. and Walmart Inc.’s Flipkart Online Services Pvt. which have huge shares in India’s e-commerce market.
Facebook expects that a partnership with JioMart will help make WhatsApp the primary way small businesses connect with customers.
“The roll out is happening during the toughest of times considering the supply chain constraints,” said Vikraman PN, founder of Finnoviti Consulting. “But Reliance will spread the pilot run in various states following its deal with Facebook. And WhatsApp will play a critical role in JioMart’s expansion.”
According to JioMartLite’s website, customers need to add JioMart’s WhatsApp number 8850008000 on their phones. JioMart provides a link to place the order.
Once the order is placed, it is shared with a grocery store on WhatsApp. The customer is notified with the order and the store details on his number, it added.
In a statement delivered by video on April 22, Ambani said the tie-up with WhatsApp will help almost 30 million Indian mom-and-pop store owners to take digital payments from customers in their neighborhoods.
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