04 March 2023, Mumbai
Flipkart, one of India's leading e-commerce giants, has acquired around 20 per cent of its new customers through its vernacular interface, demonstrating the importance of regional languages in improving the consumer shopping experience. Flipkart currently offers its customers the option to browse and shop in 11 different languages, with a particular focus on tier 2, 3, and 4 markets.
To tap into these markets, Flipkart has partnered with regional influencers and saw engagement with vernacular creators grow by 30 per cent year-on-year, making it a critical part of the company's influencer marketing approach. Additionally, fashion is the first category that one out of two customers tries on Flipkart, with one out of every four new-to-e-commerce and new-to-Flipkart consumers being from the GenZ cohort, which is under 25 years old.
Moreover, Flipkart has witnessed higher growth in tier 2, 3, and 4 markets than in metros, highlighting the significance of small towns in the company's growth. Flipkart acts as an equalizer by providing consumers access to brands and labels that are not present in an offline format in small towns. Flipkart's focus on tier 3 and tier 4 markets is expected to be crucial for its future growth.
