Meta has announced the launch of a new end-to-end shopping feature on WhatsApp in India.

The new feature, which is the first of its kind on the app, will allow WhatsApp users in India to browse the JioMart catalogue, add products to their card, and pay to complete purchases.

JioMart is an Indian e-commerce business that sells groceries online.

Customers in India will be able to start shopping on JioMart through WhatsApp by sending ‘Hi’ to the JioMart number.

“Our vision is to propel India as the world’s leading digital society,” said Mukesh Ambani, chairman and managing director of JioMart’s parent company Reliance Industries. “When Jio platforms and Meta announced our partnership in 2020, Mark and I shared a vision of bringing more people and businesses online and creating truly innovative solutions that will add convenience to the daily lives of every Indian.”

Ambani added: “One example of an innovative customer experience that we are proud of developing is the first ever end-to-end shopping experience with JioMart on WhatsApp. The JioMart on WhatsApp experience furthers our commitment of enabling a simple and convenient way of online shopping to millions of Indians.”

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