India leading online food aggregator Swiggy came up with a new plan to expand its operations in social commerce. It started operation in August 2014 as a startup for online food ordering and delivery. Swiggy is currently popular in more than 500 Indian cities more than 1.25 lakhs service partners PAN India.
The global pandemic Covid 19 has adversely affected the purchasing behaviour of people. The suddenly induced lockdown, quarantine rules made people discover new ways to access food. The online food aggregators gained more popularity during this period. Most of the restaurants focused on online food delivery as it is included in essential service part even in the time of lockdown.
Swiggy always looks to diversify its offering. ‘Swiggy Bazar’, the new social commercial vertical launched by Swiggy has already posted job alerts on LinkedIn for hiring people across. ‘Swiggy Bazar’ will be a community group buying destination. They planned to provide groceries, fresh farm products and FMCG items. The company plans to invest over $15-20 million in the social commerce business in the first phase itself and an initial team of 15-25 people started working for it.
The pandemic forced everyone to shop online. Online purchasing reshaped the retail industry during the pandemic situation. Consumers are more selective in retail spending. Cooking from home is increased and the grocery stores are benefited as the demand increased. Almost 48% of people changed their purchase behaviour due to the imposed lockdown and quarantine.
Shopsy owned by Flipkart also announced their entrance into the social commerce market earlier and claimed that they acquired more than two lakh sellers in a short period itself. Shopfy is not available for groceries as of now but they are looking into it. This proves that the idea of e- grocery is prospering in India.
The e- grocery will be organised into three sectors mainly product & engineering, community & marketing and business operations as per the reports.
It is not the first time Swiggy came up with its grocery operations. During the lockdown phase packed food items, essential household products, groceries are also supplied by the team. These companies incentivise them through monetary benefits, as these influencers help them to enter into tier 2 cities and beyond.
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