Flipkart, the e-commerce giant has acquired about 20 per cent of new customers through its vernacular interface. With increased demand from Tier – 2, 3, and 4 markets, it has been focusing on enhancing the consumer shopping experience through the introduction of vernacular or regional languages. Currently, Flipkart offers consumers the facility to browse and shop in 11 different languages.
It has seen engagement with vernacular creators grow by 30 per cent year-on-year and that has become a key part of its influencer marketing approach today.
Flipkart’s share of business from Tier – 2,3,4 markets has seen higher growth than metros. For future growth, Tier – 3 and Tier – 4 markets will become extremely important for Flipkart. The majority of consumers who come to Flipkart are not from metros, but from Tier – 3 and Tier – 4 cities.
Abhishek Maloo, Senior Director, Flipkart Fashion told ETRetail that Flipkart has also partnered with regional influencers to tap new customers.
He highlighted that 1 out 2 customers try fashion as the first category on Flipkart. Of these new-to-e-commerce and new-to-Flipkart consumers, 1 out of every 4 is from the GenZ cohort, which is less than 25 years old.
