Swiggy eyes a bigger share in grocery through community buying

In a move to reduce costs for the end-consumer, online food aggregator Swiggy is experimenting with “Swiggy Bazaar”, a new social commerce vertical for community group buying of groceries, Times of India, reported on Tuesday. The trend has been in vogue recently in China, owing to the pandemic, as items are purchased in bulk and unpacked by the group leader for the members in the community who follow him on a messaging platform like WhatsApp. The new model allows consumer brands to reach smaller towns and cities, whilst helps ecommerce players save on logistics costs.

Success of new model depends on various factors

According to the publication, the company’s foray into the trillion dollar grocery market, which will be a community group buying destination. In the past year during the lockdown, consumers have found new ways to access better foods and some of them have proved to be resilient-creating tailwinds that bazaar will look to ride, it said.

It also added that the current exiprement’s success depends on several other factors. According to job postings on various online hiring platforms, Swiggy has been actively recruiting to build this new vertical.