Indian conglomerate Reliance Industries’ (RIL) JioMart platform has partnered with Meta, the parent company of Facebook, to introduce an end-to-end shopping experience on WhatsApp.

Claimed to be the first of its kind, the service will enable customers in India to purchase from JioMart’s entire grocery range through the social media platform.

Customers can add items to their cart and pay for them while remaining active in WhatsApp chats.

In a Facebook post, Meta founder and CEO Mark Zuckerberg said: “(I’m) excited to launch our partnership with JioMart in India.

“This is our first-ever end-to-end shopping experience on WhatsApp ‒ people can now buy groceries from JioMart right in a chat.

“Business messaging is an area with real momentum and chat-based experiences like this will be the go-to way people and businesses communicate in the years to come.”

The launch of the shopping experience is part of a strategic partnership between Meta and Jio Platforms to expedite India’s digital transformation.

The partners also aim to connect people and businesses of all sizes in new ways and drive the country’s economic growth.

In a press release, RIL said that the launch will revolutionise how businesses connect with their consumers and bring convenience to them.

RIL chairman and managing director Mukesh Ambani said: “Our vision is to propel India as the world’s leading digital society.

“When Jio platforms and Meta announced our partnership in 2020, Mark (Zuckerberg) and I shared a vision of bringing more people and businesses online and creating truly innovative solutions that will add convenience to the daily lives of every Indian.”

Last month, Reliance Retail, a subsidiary of Reliance Retail Ventures, signed a long-term franchise agreement with Gap to become the fashion brand’s official retailer across all channels in India.