InMobi expects d-commerce to drive business in India

Its Miip platform is expected to help firms such as Amazon to reach out to more than 120 mn users and create over five billion discovery sessions every month

InMobi, an advertisement technology platform, is betting on discovery commerce (d-commerce) that relies on impulsive buying by mobile phone users.

The Bengaluru-based firm expects its platform, which throws up contextual advertisements, will drive its business. InMobi has tied up with Paytm, India’s largest mobile payment firm, to allow consumers to buy goods by clicking on advertisements.

The platform is expected to help firms like Amazon to reach out to more than 120 million users and create over 5 billion discovery sessions in India every month.

“We will usher a new era of discovery commerce (d-commerce) for Indian mobile users through next generation shopping experiences,” said Naveen Tewari, founder of InMobi.

“Our platform will enable discovery of products from more merchants. We believe d-commerce can drive up to 80 per cent of new product discoveries for merchants and we aspire to enable almost 50 per cent of transactions for mobile commerce merchants in the country within the next 12-24 months,” he said.

Miip will go beyond showing stunning, curated and personalized products to users by facilitating seamless payment and checkouts within these discovery sessions. InMobi has partnered with Paytm, the largest mobile wallet in India to launch a "Buy with Paytm" button to enable this, it said.