InMobi launches discovery-commerce in India with Miip platform

Leveraging Miip's ability to aid serendipitous discovery of products across thousands of native mobile apps, InMobi will drive mobile commerce in a large way through partnerships with leading e-commerce merchants.

InMobi, an advertising platform, will power new mobile shopping experiences for Indian consumers - enabling discovery-led commerce (d-commerce) - by using its revolutionary user-first discovery platform Miip. Online store Amazon.in, leading mobile wallet Paytm and several apps have signed up with the Miip platform to help them reach more than 120 million users and create over five billion discovery sessions in India every month.

"Miip will usher in a new era of discovery-commerce (d-commerce) to Indian mobile users through these next-generation shopping experiences," says Naveen Tewari, founder and CEO, InMobi. He says further, "Today, merchants, both large and small, are having a tough time getting users to discover and explore their products. Miip will create personalised shopping experiences to enable discovery of products from more merchants. We believe d-commerce through Miip can drive up to 80 per cent of new product discoveries for merchants and aspire to enable almost 50 per cent of mobile transactions for mobile commerce merchants in the country, within the next 12-24 months. "

Leveraging Miip's ability to aid serendipitous discovery of products across thousands of native mobile apps, InMobi will drive mobile commerce in a large way through partnerships with leading e-commerce merchants. InMobi will initiate pilots with Amazon.in on the InMobi platform.

"Today, over 60 per cent of traffic on Amazon.in comes through mobile and a large quantum of shopping happens via the app. As we work towards transforming the way India buys and sells, platforms like InMobi's Miip will help us engage deeper with millions of users and facilitate cross-app shopping experiences," says Kishore Thota, head, digital marketing, Amazon India.

Miip will go beyond showing stunning, curated and personalised products to users by facilitating seamless payment and checkouts within these discovery sessions. InMobi has partnered with Paytm to launch a 'Buy with Paytm' button to enable this.

"With more than 120 million Indian smartphone users active on the InMobi network every month, the ability to power frictionless payments and immediate transactions across apps is immensely powerful," says Vijay Shekhar Sharma, founder and CEO, Paytm. "With over 90 per cent of our transactions already coming from smartphones, the 'Buy with Paytm' button on Miip will truly enhance more than a billion shopping sessions for all users and increase our market penetration."

For all mobile app developers, Miip provides a disruptive platform to monetise by creating contextualised product and app discovery experiences that complement their apps. Miip will empower each developer to create the right experiences that suit the needs of their users. By solving for monetisation in a fashion that doesn't compromise the user experience, Miip aims to power the next wave of growth for the Indian mobile app developer ecosystem.

Miip will soon be launched in beta with several partners across e-commerce and app developers including Amazon.in, Magzter, Moneyview, Nestaway, Paytm, Shopclues, Swiggy, Urban Ladder, Voxpop, Wooplr and Zimmber. This is in addition to several partners that were announced by InMobi in San Francisco on July 14 which included JustFab, Joyus, Rhymeo, Spotify, TheRealReal and Vidzy. Miip will be available for all customers over the next few months.