Amazon India to experiment with Hindi to acquire new customers

By

Maverick Martins

Published
Aug 30, 2018

E-commerce major Amazon India is turning to the national language of the country to widen its reach and connect with millions of customers across India.
 

The Indian unit of Amazon is currently running a pilot with a Hindi interface for its mobile website by making shopping easy to attract more customers to its platform.
 
“We work backward from our customer needs and continuously explore and experiment with new ways of making the shopping experience convenient and easy for customers in India. As part of that, we have started piloting the Amazon.in shopping experience in Hindi,” a company spokesperson told the Economic Times.

E-commerce firms are looking to explore the interiors of India for growth, however, language continues to remain a barrier for tapping these markets which is why they want to switch to regional languages to connect with their target audience.
 
Amazon’s rival Flipkart had recently acquired Liv.ai, a speech-to-text platform, which supports 10 Indian languages to expand its presence in tier 2, 3 cities through conversational e-commerce experience in local languages.
 
Amazon India with the backing of its parent firm has been expanding aggressively across all verticals to maintain its market lead in the e-commerce space. Its experiment with regional languages is expected to help the firm achieve its target of reaching the next 100 million e-commerce customers.