Meta Looking at More JioMart-like Partnerships with WhatsApp

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

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

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

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

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

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.

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

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

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