New Delhi: E-commerce major Flipkart has introduced ‘Hindi’ interface on its platform to tap the next 200 million customers coming online primarily from tier-II, III cities and make them experience e-commerce in a more inclusive and seamless manner. The Hindi interface, brought about after months of intensive research, takes a holistic approach of understanding the needs and requirements of the native language customers primarily from smaller cities and are more comfortable using the internet economy in their native language, the company said in a statement.
"As industry research suggests that 90% of new internet users in India are native language speakers, it becomes imperative to offer a native e-commerce experience to impart familiarity, comfort, and aid in decision making. With the Hindi capability, users will be able to see all the information and search for their desired products in Hindi – a language whose internet user base is expected to outgrow English by the year 2021," the company said.
According to Flipkart, the company conducted months of intensive research to understand how best Indian languages can be leveraged to offer more native experience in bringing customers online and improve their e-commerce experience.
The user research included several hours of fieldwork, speaking to customers across different cities to gather interesting insights about their online behaviour and how a native language experience enhances their comfort and convenience for them, it said.
“As a home-grown company, Flipkart has the advantage of understanding the Indian market and all its nuances in a much better way. We are committed to developing solutions that will help the adoption of e-commerce by the next 200 million consumers who come online. We have deployed around 80-90% of our resources towards solving for Bharat with our Hindi interface being one of the biggest catalysts in this transition. As language is a convenience and not a barrier, we believe this native language capability will play a significant role in further adoption of e-commerce in the country,” said Kalyan Krishnamurthy, CEO of Flipkart Group.
Flipkart plans to launch this capability in few more Indian languages in the coming months to take forward its learnings of bringing more consumers online through native language interface.
“The ‘Hindi’ capability becomes essential for customers to experience the comfort and convenience of shopping in their native language. We took a holistic approach of understanding consumers, their context and their needs to determine how native language can be made available in Flipkart which will improve their understanding of e-commerce, reduce guesswork and make online shopping more engaging. This will also allow the transition of online shopping in English from being a functional experience to elevating it into an emotional experience with the Hindi capability," said Jeyandran Venugopal, Senior Vice-President, Consumer Experience and Platform at Flipkart.
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