Targeting vernacular language users, Amazon is checking its Hindi user interface for its mobile website. The user interface that is piloting functions text in Hindi. As of now, Amazon and rival Flipkart only have English text on their sites. This is going to change soon as these business are targeting new users. Amit Agarwal, head of Amazon India, said their strategy is to target 100 million users in the next 5 years. A company spokesperson likewise said that the business continually explores new ways of making the shopping experience hassle-free for users. “As part of that, we have actually started piloting the Amazon.in shopping experience in Hindi,” the spokesperson stated, as pointed out in a report in The Economic Times.
There are 481 million Web users in the country, as pointed out in a report by IAMAI and Kantar IMRB. The report also pointed out that out of that 70% taken in Indic content. It showed that 76% of users in rural India used Indic material, while 66% in urban India consumed the very same.
These equate to huge numbers especially as Internet users are estimated to grow to 536 million by 2021, with only 199 million utilizing English, as mentioned in a 2017 report by KPMG and Google. The report even more pointed out that 9 out of 10 new users from 2016 to 2021 would utilize local languages.
With the increased Web penetration with Jio, e-commerce business are planning to tap in non-English users from the farthest corners of the nation.
Specialists believe that after the usage of Indian languages, the next frontier would be voice search and a more visual user interface. Keeping this in mind, Amazon’s competing Flipkart just recently got Liv.ai that transforms speech to text.
There were reasonably smaller e-commerce business such as Snapdeal that started a multilingual user interface method back in 2015. It did not witness much of an impact then. With an increase in vernacular users, this relocation might be a game-changer in the e-commerce ecosystem. (Modified by Anwesha Madhukalya)