Reliance starts using WhatsApp for grocery deliveries but model to evolve

Billionaire Mukesh Ambani’s Reliance IndustriesNSE -1.62 % has started limited test use of WhatsApp to connect customers to grocery stores, days after Facebook decided to invest $5.7 billion in digital assets controlled by the company.

JioMart, an e-commerce venture of Reliance Retail, “has already started interacting with customers on WhatsApp for grocery orders” in Navi Mumbai, Thane and Kalyan, Credit Suisse said in a report.

“The customer initiates the interaction on WhatsApp, checks out the grocery order on JioMart webpage, gets connected with a retail store on WhatsApp and then customer picks up the order from Kirana and pays in cash,” it said, adding the model is likely on delivery and completion of the transaction on one app.