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    ETtech Long Read: Why China’s group buying model hasn't clicked in India

    Synopsis

    Under group buying, companies sell products at much lower prices to customers provided they place orders as a group. Chinese internet firms such as Pinduoduo had perfected group buying to a fine art, racking up hundreds of millions of users, and Indian startups were hoping to replicate that success here.

    At the beginning of 2022, multiple ecommerce platforms were betting on “group buying”, a concept believed to have originated in China, to tap the next hundred million users and push them to buy online.Under this arrangement, firms sell products at much lower prices to customers provided they place orders as a group. Chinese internet firms such as Pinduoduo had perfected group buying to a fine art, racking up hundreds of millions of users, and
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