Flipkart's smart assistive interface 'Saathi' launched

02 Dec '19

2 min read

Pic: Shutterstock

Flipkart recently announced the introduction of a ‘smart assistive interface’ feature called ‘Flipkart Saathi’ to support first-time e-commerce users on the platform and enhance their overall shopping experience. It is available in Hindi and English initially and is Flipkart’s attempt to empower consumers across tier-II and -III cities and rural areas.

The assistive interface feature (audio-guided navigation) aims at mimicking typical real-life shopping experience for consumers who are comfortable being assisted by a salesperson. It uses a combination of text and audio-based instructions to guide new users in their e-commerce journey.

This includes a list of key actions in the form of pop-up texts followed by audio for a better understanding. As audio is simple to follow and is relatable, consumers can follow the instructions in a more immersive manner, according to a company press release.

Industry research suggests nine-tenths of new Internet users in India are native language speakers, hence it becomes imperative to offer a native e-commerce experience to impart familiarity, comfort and aid in decision making. With this assistive interface, users will be able to see relevant information and search for their desired products in Hindi, a language whose internet user base is expected to outgrow English in India by 2021.

Fibre2Fashion News Desk (DS)

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