Meta Looking at More JioMart-like Partnerships with WhatsApp

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Nicola Mendelsohn, who heads Meta’s advertising business, says businesses across sectors are keenly watching the tie-up.

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WhatsApp’s partnership with JioMart for grocery shopping is a “lighthouse example” for the world, says Nicola Mendelsohn.

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A little over a month ago, Meta went live with what it calls the world’s first “end-to-end shopping experience” on WhatsApp.

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“You can go into the [JioMart] catalogue, you can choose the things you want delivered and pay for it....all within WhatsApp."

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It’s the first time we’ve done that globally,” says Mendelsohn, who heads Meta’s global advertising business.

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The world is looking at this partnership and trying to understand how they can take something born in India and “see what we can do with it elsewhere”, she says.

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Both WhatsApp and online grocery shopping app JioMart—part of billionaire Mukesh Ambani’s Reliance Industries Ltd (RIL).

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WhatsApp had 530 million users in India, while JioMart has more than 2 million merchant partners, the company said.

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WhatsApp partnership, it seems to be showing businesses around the world how to use the power of WhatsApp for growth.

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