Paytm launches online-to-offline channel to lure customers to Paytm Mall

For a more streamlined and convenient shopping experience on Paytm Mall, Paytm has launched an online-to-offline channel to get consumers who may not be making purchases on various online platforms.

The digital wallet company has also introduced QR-code-based system on its recently-launched app and website in partnership with Samsung to enable shopkeepers to sell the brand's smartphones by offering them a commission of 3-20 percent based on the price of the product. This means users can now shop from Paytm Mall by scanning the QR code given by the online marketplace to its offline merchant partners, a company statement said.

“We aim to create an offline network as a platform for brands, thereby optimising the supply chain and marketing expenses on their behalf. This platform will also be beneficial for partner merchants enabling them to grow their business and garner additional revenue. This will bring additional high footfall to outlets without keeping the inventory," said Amit Bagaria, vice president, Paytm Mall.

The O2O model uses a smart mix of internet advertising, QR codes, online payment, offline pickup and hyperlocal listings to nudge the online shopper back to the real shop. Alibaba-owned Tmall, which showcases products from brands and authorised distributors, also incentivises purchases made through QR code scan offline on its online platform by driving additional discounts.

Paytm's parent One97 Communications recently differentiated its payments and commerce businesses. Paytm E-commerce, which now runs the recently launched Paytm Mall, has received a funding of $200 million led by Alibaba, where the Chinese internet group put $177 million in the firm.