Amazon apps see nearly 500 million cumulative downloads in India
Amazon is betting big on the Indian market as the Covid-19 pandemic has accelerated the shift to e-commerce, and more consumers are shopping online at higher frequency on the online retailer’s platform. The company said that if you combine downloads from its platforms such as the “Amazon.in” shopping app and the Prime Video app, there are nearly 500 million downloads, or nearly 75% of registered Internet users in the country today.
Amazon counts Walmart-owned Flipkart, Reliance’s JioMart and Tata among its rivals to tap into the booming e-commerce market, which is expected to reach $350 billion by 2030 from $45-50 billion currently.
What Amazon has learned from the Covid-19 crisis is how important business and e-commerce can play – for customers as well as for small businesses and the economy. Over the past 2 years, Amazon has seen many customers move online, not only in Tier 1 and 2 cities, but also in smaller towns.
“Over 86% of new customers on Amazon.in come from Tier 2 and below geographies,” said Kishore Thota, Director, Customer Experience and Marketing, Amazon India. “The number of customers revisiting the Amazon app to meet their diverse needs has seen strong double-digit growth.”
Thota said that hundreds of millions of diverse needs of Bharat customers including shopping, paying bills, sending money, buying plane tickets, ordering food from restaurants, medicines in pharmacies, games and access to quality music and video or mini-TV, are satisfied on the Amazon.in application and website.
Customers prefer the shopping experience in the language of their choice and convenience. In 2021, over 5 million customers shopped in Indian languages on the platform and over 90% of these customers are from Tier 2 cities and below.
“Amazon’s goal is to reach Bharat (Tier 2 and 3 cities and rural India) – that is, to reach all customers in India, wherever they are, to meet their needs and satisfying them with the overall experience,” Thota said. “A significant number of customers have yet to embrace online shopping.”
Millions of customers also watch Amazon’s miniTV offering in the shopping app which provides a subscription-free entertainment service with a curated and diverse content offering from leading and emerging digital content creators.
Amazon has been successful in its offerings because it “works backwards” from the customer. It focuses on relevance in customers’ daily lives through various avenues. Rather than thinking about a technology or a paradigm, the company focuses on building something usable and has been doing so since its inception in India.
“If you look at the ‘Amazon.in’ shopping app, when Amazon started in India 8 years ago, the app was primarily designed to buy products,” Thota said. “But customer needs have evolved with the emergence of several use cases. To simplify the customer experience given the app’s various touchpoints, Amazon has gradually revamped the look of the app. »
Today, customers can enjoy a rich user interface with access to all the different touchpoints in a single tab. This makes it easier for customers to navigate through Amazon’s shopping app.
The company also worked on introducing new customer experiences through interactive avenues like video, voice, and regional language. The company said it listens to customers and their needs and is the first to introduce a regional language shopping experience in Hindi. Today, Amazon has expanded it further with the addition of more languages including Kannada, Telugu, Tamil, Malayalam, Marathi, and Bengali.
To help customers shop, Amazon has also been working on generating unique video content to enhance product pages to help customers evaluate the product on offer. This simplifies their purchasing decision. Today, millions of Amazon customers interact with video content on product pages, simplifying the shopping experience and increasing conversions.
The company also believes that voice is the most natural way for humans to interact with each other. The voice experience on Amazon’s Indian platform solves several problems faced by customers, such as entering product details in the search bar, makes it easier to navigate through different sections of the application, and reduces the number process steps. Last year, Amazon expanded its voice offering with the launch of a Hindi voice shopping experience. Customers can search for products, track their orders, access various touchpoints on the company’s Android app, add items to cart using their Hindi or English voice.
Despite the increasing penetration of smartphones and the internet across the country, there are several regions where people still use feature phones. Even when these customers have a smartphone, they primarily use it for video calling or watching content. These are customers who have not made online purchases due to various barriers. While Amazon has addressed some of this with the launch of the regional language shopping experience, there are other barriers as well, such as lack of internet access. To fill this gap, the company had already launched Amazon Easy – an assisted shopping experience primarily found in Tier 2 and below marketplaces. Over the past six years, the company has built a network of nearly 100,000 Amazon Easy stores across the country.
“Amazon continues to experiment with new ways to simplify the shopping experience,” Thota said.
One example is Amazon’s first steps into the live commerce space where it worked with key influencers to deliver live streams during Prime Day, Raksha Bandhan and The Great Indian Festival (GIF) last year. to engage with the target audience. During GIF last year, for example, Amazon aired daily “Get Ready for Diwali” live streams from 8-9 p.m. where influencers showcased products and deals in the beauty, fashion and home decor categories. .