None of India's other leading e-commerce portals - Flipkart, Snapdeal or Paytm Mall - now have a local language version of their apps or websites, and the move to launch a Hindi app and website could give Amazon access to tens of millions of new customers in India's small towns and villages. When the company began building its Hindi app and site about two years ago, it first tried to run the English version through a translation algorithm.
A Hindi app and website could give Amazon access to tens of millions of new customers in India's small towns and villages.More news: 'He's not sorry': Thiem takes cheeky dig at Nadal
"We have been working on this for the last three quarters... We believe that Amazon.in in Hindi is a critical step to address these users", Amazon India vice president (category management) Manish Tiwary, said.
Google Assistant is being empowered with Machine Learning and AI, and now, users won't be required to manually change their language - Google Assistant will automatically detect the language, and respond accordingly. Morgan Stanley expects India's e-commerce market to grow to $200 billion in a decade.
Amazon's Hindi site is the most ambitious attempt so far to serve Indian shoppers who do not speak English.More news: Brie Larson as 'Captain Marvel' - First Look at the Marvel Superhero!
Paytm, a digital payments company that operates the No. 3 online retailer, Paytm Mall, began allowing customers to make purchases in 10 Indian languages in October. He added, "Hindi speaking users comprise roughly about 50% of the 300 Mn users of the total 400 million-odd Internet users in India".
Amazon.in in Hindi is not a separate app but integrated within its main app. The platform has availed a certain set of popular products, with its content available in Hindi. Amazon decided that some words and phrases, like "free", "jeans" and "cash on delivery" should be kept in English but written using Hindi's Devanagari script. "This is based on user understanding", Tiwary said.
In addition to stepping up against the Walmart-backed Flipkart, Amazon will also offer millions of users a means to enjoy a glimpse of online retailing. But, its plans are more detailed.More news: Plane from Dubai quarantined at NYC airport after passengers fall ill