Why Indian E-commerce Needs Local Language Websites

With the rapid growth of internet users and smartphones, India’s e-commerce market is experiencing explosive growth. Latest data shows that India’s e-commerce market reached $116 billion in 2024 and is expected to surpass $400 billion by 2030, with a compound annual growth rate (CAGR) of 19%. However, amidst this growth surge, effective communication with Indian consumers and improving user conversion rates remain major challenges for e-commerce platforms. A key solution is to offer e-commerce website content in local languages.

India’s Multilingual Environment

India is a multilingual and multicultural country. While English is widely used in many cities and by the upper class, the majority of Indian consumers prefer to communicate and shop online in their native languages. Over 800 million people in India do not speak English, and most of these consumers are from rural areas, where local languages dominate online browsing and purchasing. According to data, future e-commerce growth in India will mainly come from these non-English users. Therefore, e-commerce platforms aiming to tap into these high-potential markets must provide content in the languages familiar to these consumers.

Smartphone Adoption Drives E-commerce Growth

The widespread adoption of smartphones has significantly supported India’s e-commerce industry. India is the second-largest smartphone market globally, with 148.6 million units shipped in 2023. Smartphones have become the primary device for accessing the internet in India. While smartphone penetration is high in major cities, it remains the main tool for rural consumers to access the internet and make online purchases. Therefore, to cater to a broader consumer base, e-commerce platforms must optimize localized websites for mobile devices, making it easier for consumers to shop online.

Benefits of Language Localization

In India, offering website content in local languages can significantly enhance user experience and lead to higher conversion rates. Many consumers prefer shopping in their native language rather than navigating a site in a language they are unfamiliar with. For instance, Snapdeal has introduced a multilingual e-commerce platform supporting Hindi, Tamil, Bengali, Marathi, Kannada, and Telugu. This move helped Snapdeal achieve sales growth in the Indian market, highlighting the importance of local language support in India’s e-commerce landscape.

Providing local language content on e-commerce websites not only increases affinity with local consumers but also promotes trust and enhances purchase intent. E-commerce platforms offering local language support in India can significantly improve user retention and attract more consumers.

The Key to Future Growth

India’s e-commerce growth potential is immense, but this growth will mainly come from non-English-speaking consumers. These consumers are spread across rural and smaller urban areas in India, and their shopping needs are often met through local language platforms. E-commerce platforms that provide multilingual support can better engage these non-English users, expanding their market share.

While many e-commerce platforms still primarily offer English-language websites, the future competition will depend on how well companies can cater to India’s multilingual market. More consumers are looking to shop in languages they are familiar with, making local language websites a necessary investment for e-commerce platforms.

Conclusion

With the rapid growth of India’s e-commerce market and the increasing number of smartphone users, companies aiming to establish themselves in this market must focus on local language support. Providing local language website content not only enhances user experience but also helps e-commerce platforms tap into India’s large non-English-speaking consumer base. Language localization is no longer optional; it is one of the key factors for success in India’s e-commerce industry.

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