After fashion, JioMart forays into electronics


Reliance Industries’ e-commerce venture JioMart has started offering electronics products as it looks to gain from its momentum. The platform has turned into the largest e-grocer within two months of its launch and now is the perfect time to start electronics since the festive season has already begun.

The move is likely to change the dynamics of the online delivery of electronics items which is currently dominated by e-commerce giants — Amazon and Flipkart. While the category is available only in Navi Mumbai, it’s likely to be rolled out across many cities soon.

A quick glance on JioMart’s website shows it is offering bluetooth headphones and speakers of brands like Samsung, Mi, Apple, and Sony along with kitchen appliances, small home appliances, personal care products including shavers and trimmers, among others. 

Economic Times, which reported the development first, said that it may bring gadgets such as smartphones, tablets, televisions and laptops in the coming week. On comparing the prices of the products with Amazon and Flipkart, the two marketplaces are offering significant discounts than JioMart.

While JioMart has established itself as the largest e-grocer in India within three months of its launch by processing over 600K transactions a day, it was also among the top three downloaded shopping apps in India in August, as per Sensor Tower report. 

Online electronics and smartphone categories have largely been dominated by Flipkart and Amazon. Until now, discount and exclusive partnerships with brands have attracted consumers towards both platforms. Now, they will face stiff competition from JioMart as it’s likely to adopt all tactics including discounts to scale fast in new categories

According to experts tracking the e-commerce space, the timing for getting into electronics and smartphone categories is perfect. The two categories dominated others during Amazon and Flipkart flagships sales which concluded yesterday. These categories are natural to do better on JioMart as well.

Besides, grocery and electronics, JioMart had already announced its entry into fashion. 

Since the beginning of this fiscal, Reliance has been ramping up its consumer-facing e-commerce venture. After becoming a leader in the e-grocery segment, the platform has also been testing a subscription-based micro-delivery model, similar to BBDaily and Milkbasket.

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