Last week, Reliance and Meta announced an integration so Indians can buy groceries on JioMart via WhatsApp.
Most people believe this to be a game-changer. This feels revolutionary.
In today's edition of The Nutgraf, I disagree and write why this is harder than it looks.
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First, who exactly are these customers whom JioMart hopes to acquire?
They aren't the 10 million at the top of the pyramid who are already using Dunzo, Blinkit, Instamart, BB and Zepto.
I don't see them switching to JioMart just because it's now available on WhatsApp.
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This just means that JioMart is hoping to go down the pyramid to the next 40-50 million users.
Like I've written in the past, these users are not like us.
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What do these users want?
According to Kabeer Biswas, CEO of Dunzo, who appeared as a guest on our new podcast, First Principles:
"If you want to get to the 50 million, you are actually not selling convenience.
You are selling categories, behaviours and use-cases to them"
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Assuming this is true, JioMart and Meta seem be selling use-cases that work for the top 2-3 million. People like us.
Like this chat between a son and his mother.
And...er...bananas.
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Full link to the newsletter here.
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Also, highly recommend subscribing to and listening to First Principles.
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@ashjindal99
@TheKenWeb
There's another tone the whole thing though,
Every other business now sees this as an lucrative option to try out. They wish to have an end to end shopping flow for their products on whatsapp.
It's marketing for WhatsApp Business too, showcasing businesses what's coming up
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@peegeekay
Reliance + Meta have a great opportunity to make WhatsApp e-commerce work. A whole new category of customers will buy through WA. But beyond the initial interest of customers, repeated orders will solely depend on price+selection+convenience that JioMart has to offer.
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@peegeekay
Great read as always.
- Indian non-californian users care the most about price and quality and they expect businesses to deliver lower price with higher quality consistently.
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@peegeekay
My friends are working as delivery executive in tier2/tier3 city Nashik, good number of orders are flowing into jiomart even before announcement of this functionality 1/2
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@peegeekay
Advantage for Jiomart is, Reliance Fresh stores. They are already in the different locations in the cities and they can act as mini warehouses for the customer orders.
Also they dont have minimum cart price or delivery charges. Reaching to top of pyramid doesnt take much time.
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@peegeekay
Assumption that top 10% users will not shift to Jiomart is unfounded.
If there are incentives and/or better service they will also jump. Also do not discount the added convenience of one less app to install with Whatsapp being default on any Indian phone.
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