A new service has launched on WhatsApp that allows users to order their food shopping through the Facebook-owned messaging app.
The JioMart service comes after a partnership between Facebook and Indian telecom giant Reliance Jio Platforms, and is currently only available to a limited test group of people in India.
WhatsApp users in certain areas of Mumbai will be able to use the new "order booking service" by adding JioMart's phone number to their WhatsApp contacts and submitting their order through a live shopping link for nearby local shops.
The collaboration between Facebook and Jio Platforms comes after the US tech giant invested $5.7 billion to become the largest minority shareholder in the telecom firm. It also comes amid a surge in online food deliveries due to a nationwide lockdown aimed at preventing the spread of the Covid-19 coronavirus.
When announcing the investment earlier this month, Facebook said it hoped to "accelerate India's digital transformation" while connecting people through its various online apps and services.
"Our goal is to enable new opportunities for businesses of all sizes, but especially for th emore than 60 million small businesses across India," Facebook wrote in a blog post.
"One focus for our collaboration with Jio will be creating new ways for people and businesses to operate more effectively in the growing digital economy. For instance, by bringing together JioMart, Jio's small business initiative, with the power of WhatsApp, we can enable people to connect with businesses, shop and ultimately purchase products in a seamless mobile experience."
India is WhatsApp's biggest market globally, accounting for more than 400 million users of its 2 billion monthly active users around the world. Estimates by research firm Counterpoint suggest that India has around 450 million smartphone owners, meaning the vast majority regularly use the instant messaging app.
WhatsApp did not immediately respond to a request for comment from The Independent about whether it plans to launch a similar service to other regions.
Various media outlets in India reported on Monday that WhatsApp intends to roll out JioMart to the rest of the country soon.
