Whatsapp is partnering with JioMart to bring a grocery store in your messaging app

Whatsapp bringing grocery app inside your messaging app through JioMart partnership

WhatsApp users in India can now shop without leaving their messaging app. Meta today announced a new integration with JioMart, through which users can text "Hello" to a certain number and be taken to an in-app shopping experience. The shopping experience feels pretty familiar, similar to what Instacart and other delivery services have designed for years. But here there are no other applications. And for WhatsApp, that's a big deal.

Meta believes that business messaging is an important part of how WhatsApp will make money in the future. (Well, that and advertising, but the advertising stuff is causing problems with WhatsApp.)," Meta CEO Mark Zuckerberg said in a Facebook post announcing the partnership. The JioMart integration is part round-trip chat, and part in-app browser, but contains everything from selection to payment to delivery within WhatsApp.

Ultimately, Meta wants WhatsApp to be a WeChat-style super app, one that users need to live their whole lives. WeChat users can pay rent in the app, buy concert tickets in the app, pay for food in the app, and more. Any platform that can cost the lives of many people is essentially guaranteed to create wealth in the process, thanks to payment processing fees, and premium features.

No other platform has achieved WeChat's level of dominance, but with over 2 billion users, WhatsApp has a better chance than most. India is also the most popular market with around 400 million users in the country. WhatsApp is free, doesn't take a lot of data, and works on phones at almost any price point.

On the other hand, JioMart is an e-commerce company run by Jio Platforms. Jio itself is part of Reliance, one of the companies responsible for low-cost phones and services that brought many Indian citizens online for the first time. (In fact, just today, Reliance announced plans to spend another $25 billion to roll out 5G to "every city" in India by the end of next year.)

Eventually, you should expect integrations like this to roll out across WhatsApp as a whole. The company has been working on in-app purchases for a few years, continues to drive user-to-user payments, and is actively developing its WhatsApp Business app. WhatsApp wants to be an encrypted place where you can talk to your loved ones, but what if it can also be a place where you can talk to your airline, grocery store, hair salon, and your broker, it can become a more powerful platform tool and an absolute goldmine. However, doing it without ruining the chat experience? It will be very difficult to get rid of this.