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Synopsis
What sets DealShare apart is its distribution model, in which community leaders act as influencers-cum-delivery executives. These are the players tasked with opening up a market that is usually wary of buying online. If DealShare can break the wall of e-commerce hesitancy, a huge grocery-delivery market in non-metros awaits it.
How do you get a 49-year-old homemaker in Ajmer to buy potatoes online? There are two ways an app can change such a consumer’s well-entrenched habits — offer her ridiculously low prices, way out of the local grocer’s league; or get an agreeable person in her circle sell potatoes to her and assuage her fears of buying online. There’s a bit of both these options in community buying, a concept popularised by Pinduoduo in China, now growing roots
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