{CTO Special} (Flipkart) Digital to the Core
{CTO Special} (Flipkart) Digital to the Core

As India progresses on its digitalization journey, Venugopal said that e-commerce has been at the forefront of helping drive digital adoption across the country through India-first innovations and solving for the end-to-end funnel of a customer’s journey. Keeping customer experience at the center point, technology will play a pivotal role in not just getting more customers to connect with e-commerce but also building trust, confidence, and reliability.

“Some of the technologies that we are excited about are virtual and augmented reality, Metaverse, AR/VR, and live commerce and all of these are crucial from a future customer experience perspective. There is a need and an opportunity to bring real-life purchasing experiences to customers and virtual and augmented reality will play a great enabler for an immersive experience for customers while empowering them in their decision making,” Venugopal noted.

Tech-Enabled Business

Venugopal stated that another exciting opportunity is Metaverse, a future where individuals could be shopping in a virtual world. With the launch of Flipverse, a Metaverse space where customers can discover products in a photorealistic virtual destination and shop on the Flipkart App, the potential for e-commerce to make a difference is immense.

Furthermore, AR/VR shopping has transformed the way customers buy products and services online. Flipkart has deployed 3D and AR capabilities via Flipkart Camera which offers 'View in 360°', 'Try On', and 'View in Your Room' features on the mobile app.

Additionally, Live and Video Commerce are becoming one of the most preferred mediums of touchpoint with the internet in India. Flipkart is witnessing an increasing adoption of Live Commerce by customers since it was launched a couple of months ago with more than 7 million customers and 30-plus brands having participated in over 1,000 live streams till October.

“We are also seeing increased participation from fashion and beauty brands and sellers who are leveraging the power of video to communicate the latest trends and style tips. This concept has become quite popular in smaller towns and cities as well with nearly 65 percent of the customers joining Live Commerce from Tier II and beyond cities,” he explained.

Lastly, AI/ML technologies are becoming increasingly important to cater to a diverse set of use cases for Flipkart customers. From enabling new customer experiences through regional language interfaces and voice capabilities to driving seller delight through computer vision-enabled cataloging to improving efficiency and lowering the cost of delivery through address intelligence - the applications of AI/ML are immense.

“Moreover, as a homegrown e-commerce platform, we extensively use AI/ML to deliver personalized and curated experiences across our multiple user segments,” Venugopal concluded.

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