WhatsApp-JioMart tie-up has power to disrupt market shares of existing platforms

Reliance Retail’s partnership with messaging platform WhatsApp to sell JioMart’s inventory using a fully integrated shopping interface could be a game changer for the Mukesh Ambani-led retail conglomerate, said experts studying the online grocery delivery market.

Analysts, founders, and investors FE spoke to said JioMart’s direct catalogue integration over WhatsApp chat would give the grocery delivery platform a competitive edge over existing grocery delivery apps such as BigBasket, Instamart, Zepto and Dunzo.