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Published
Jul 5, 2022
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Meesho develops regional e-commerce functions

Published
Jul 5, 2022

As e-commerce business Meesho continues to expand its online platform, the business is harnessing artificial intelligence to tailor its offering to shoppers across the country with personalised language and search features. 

Meesho retails a wide range of products from clothing to lifestyle goods - Meesho- Facebook


“In India, a lot of people know how to write English, but they often make spelling mistakes,” Meesho’s CEO Vidit Aatrey told ET Digital. “For example, sellers will write oxidised as a-u-x-i-d-i-z-e-d, because that’s how they spell it. We struggled with this a lot.” The business has harnessed machine learning to predict how people will spell keywords and enable them to find what they are looking for in a way that is easy and accessible to them. 

As Meesho has a large user base in non-metro areas, regional language features are especially important. The business aims to set itself apart from other, foreign-owned e-commerce platforms by following a hyper-local approach to the seller experience it offers. 

“Even if the language is the same in a few cities, the dialect changes,” said Aatrey. “Sellers sourcing a product use different words for the same product, and it is different when they write something. So we have over time used a lot of technology, especially machine learning and AI, to really personalise the experience for every user.” 

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