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Executive, Retail News, ET Retail

New Delhi: Fashion business of the e-commerce giant, Flipkart acquires about 20 per cent of new customers through its vernacular interface, shared Abhishek Maloo, senior director, Flipkart Fashion in an interview with ETRetail.

With increased demand from tier 2, 3, and 4 markets, the etailer 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.

The company has also partnered with regional influencers to tap new customers. Flipkart Fashion claims that it saw engagement with vernacular creators grow by 30 per cent year-on-year (YOY) and that it has become a key part of its influencer marketing approach today.

Maloo while sharing the key fashion retail trends, 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.

“For the next few years, this consumer cohort will remain very important as it is under-penetrated, exposed to the internet, and has spending capacity, which was not present 5 to 10 years back.”

Talking about the company’s presence beyond metros, he said that Flipkart’s share of business from tier 2,3,4 markets has seen higher growth than metros. He commented that Flipkart acts as an equalizer by providing consumers access to brands and labels, not present in an offline format in small towns.

“For future growth, tier 3 and tier 4 markets will become extremely important for us,” Maloo said highlighting that the majority of consumers who come to Flipkart are not from metros, but from tier 3 and tier 4 cities.

He declined to share YOY growth numbers for Flipkart Fashion platform.

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