Big Tech ever to launch into promising markets. The agreement between Facebook and the Indian company JioMart for a food delivery service with Whatsapp goes right in this direction.
You can read the news on Forbes. It’s the agreement between Mark Zuckerberg, Meta’s CEO and Mukesh Ambani, CEO and owner of the Jio Platform. The Indian platform is used for the delivery of practically anything, and is divided into many sectors. Streaming, clothing delivery, mobile communication and the one that delivers food products, JioMart.
It is this side of the platform that is part of the food delivery agreement with Whatsapp; Mukesh Ambani’s desire is to digitize the whole of India, that is 1 billion inhabitants.
With the food delivery experience with Whatsapp it will be possible to enter the JioMart platform, choose the product and pay, therefore without leaving the Meta ecosystem.
The partnership between the two platforms dates back to 2020, when Zuckerberg spent $ 6 million for a minority stake in Jio Platform. Users just need to send the ‘Hi’ message to the platform number to see the Jio Mart catalog appear. From here they can directly choose and purchase the products using the Facebook payment system.
Reliance Jio Infocomm is India’s leading mobile service provider with 380 million users and thus potential customers. Ambani plans to invest $ 25 billion to increase the geographic reach of its 5G network, thus bringing broadband to all parts of the immense country. Try to imagine what amount of traffic will be generated on Whatsapp, to the delight of Meta’s databases, of course.
The food delivery sector is becoming increasingly important, in terms of investments and development, as I wrote in this post. Unlike the wine tech sector, where investments seem to have stalled, the delivery of gastronomy products is increasingly growing. And this in favor of large technological platforms, such as Amazon with Whole Food for example. The messaging system is already being used for the delivery of food and generic products. But here we are seeing two giants entering food delivery.
Suppliers will have to adapt. Unless they start to find their own solutions.