Bengaluru: Online retailer Paytm Mall is working with 100 FMCG brands including MaricoNSE -2.05 % and Hindustan UnileverNSE -0.98 %, among others to drive sales through its online-to-offline (O2O) model.
The Alibaba backed company claims to have registered close to 2x growth in FMCG items delivered in the first quarter of this year, with 70% orders fulfilled within 48 hours. “FMCG is one of the largest drivers in terms of numbers of orders, contributing between 30-40% of overall order volume placed on our platform,” said Amit Sinha, chief operating officer of Paytm Mall.
“Our Paytm Mall QR has played a pivotal role towards driving the consumer engagement and promoting product sales.”
The partnered brands have integrated Paytm Mall QR code on their products as well. Paytm Mall has also spent over $25 million in the first quarter of this year on joint marketing activities with the FMCG brands to trigger sales.
Grocery and FMCG have become important categories for ecommerce companies as it drives customer stickiness. While Flipkart recently launched its grocery vertical Supermart, Amazon India sells grocery via multiple channels such as Amazon Pantry and Prime Now. Paytm Mall has been aggressive on its O2O model, which it claims, contributes 30% of the company’s revenue.
