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Snapdeal adopts multi-lingual platform to expand reach

By FashionUnited

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With competition increasing in the e-tailing space, leading players are leaving no stone

unturned to expand their reach and popularity. Online retailer Snapdeal, for instance, has decided to shift to a multi-lingual platform. Customers can now access the site in Hindi or Tamil, apart from English. Moving ahead, it plans to introduce other languages like Kannada, Telegu, Bengali and Marathi as well.

Though for now the option is available only on desktops, the service will be extended to the mobile and apps in next four months. Even, another portal Yepme had introduced regional languages like Hindi, Telugu, Kannada, Malayalam and Tamil in 2012 but dropped it in a few months after experiencing poor consumer response. However, the company is said to be planning to relaunch the vernacular language desktop and mobile sites and apps.

A study by Internet and Mobile Association of India last year showed that as of December 2012 36.8 percent of active internet users in the country (45 million at that time) accessed content in their local language. It took Snapdeal's technology team over a quarter to develop the platform that runs the local language features.

Snapdeal is targeting to achieve sales target of over 1 billion dollars (over Rs 6,000 crores) by March 2015 on the back of growth being witnessed by the e-commerce segment. The company expects to close the current fiscal with over 500 million dollars (over Rs 3,000 crores) in sales.

While the platform has been witnessing growth across categories sold but, segments like electronics and apparel are doing extremely compared to other categories. Launched in February 2010, Snapdeal has seen rapid growth in the last three years and claims to have over 20 million members. It offers products across over 500 product categories through 20,000 sellers and delivers to more than 4,000 cities in the country.

Snapdeal