On the announcement that Amazon India is letting local grocery stores sell on its platform, Paytm CEO Vijay Shekhar Sharma said "local" is the new "global business plan". He tweeted, "O2O will be mainstream faster than 'online retail' in India." The acronym, meaning online-to-offline or offline-to-online, refers to strategies to get online shoppers to buy from physical stores and vice-versa.