BigBasket plans to enter the crowded group buying segment
Tata Group-owned etailer BigBasket has started testing a group buying model for delivering groceries in Tier IV towns in the face of increasing competition in the category according to people briefed on the matter. BigBasket’s decision to experiment with community buying, also known as social commerce, comes at a time when companies are experimenting with new ways to expand their grocery and essentials verticals in response to an increase in demand for these categories online. With this, the Bengaluru-based online grocer will join a growing list of ecommerce firms, including…