Flipkart introduces Hindi interface

The e commerce major aims to drive 200 million customer engagements with the move

e4m by exchange4media Staff
Updated: Sep 5, 2019 11:09 AM

E commerce giant Flipkart has unveiled Hindi interface on its platform with the aim to engage 200 million customers.

"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.

With the Hindi capability, users will be able to see all the information and search for their desired products in Hindi.

Flipkart further conducted months of 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.

Flipkart will also introduce audio-visual navigation capabilities in its app in the upcoming phases to handhold first-time users. This is aimed at mimicking the offline experience of being guided and hand-held during one’s purchase journey into the e-commerce world.

“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 200m consumers who come online,” Kalyan Krishnamurthy, CEO of Flipkart Group, said.

“We have deployed around 80-90% of our resources towards 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."

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