Exclusive: Paytm Mall tests a group buying feature ‘Bang’

Paytm’s e-commerce platform Paytm Mall is testing a group buying feature called Paytm Bang. Currently labelled as beta and available only to a few, Bang allows buyers to come together to buy a product to avail discounts and offers across categories.

According to information available on the Paytm app, users can select an item from a selection and share the link with their friends within 24 hours and if at least two buyers pick the same product, the company will ship it to all three with the applicable offer. 

Bang covers essentials, fashion, electronics and home among other categories under the group buying feature and the discount is dependent on the number of people buying a particular product. 

The group buying feature was initially championed by Pinduoduo in China. In India, Grofers had launched a group buying feature in late 2018. The company was confident about the feature and put significant resources to scale it. However, Grofers had discontinued the feature in January this year as it realised that the feature couldn’t be scaled.

Paytm, which had already entered the social commerce space with My Store early this year, may integrate the two features to compete with the social commerce companies. Like My Store, all shipments and fulfilment for Bang will be done by Paytm Mall.

Entrackr has sent queries to Paytm Mall. We’ll update the post as and when they respond.

Besides Grofers, social commerce startup Dealshare has been testing a group buying feature for the past six-eight months. The Falcon Edge-backed company hasn’t spoken about the scale of the feature. Paytm Mall could scale the group buying concept on the back of Paytm’s substantial user base. 

Since the beginning of this year, Paytm Mall has been trying several features like social commerce, mini-program and now group buying in what appears to be some concerted effort to bring the company's commerce business on track.