Flipkart to make transactions smoother with new interface

Company expects users to leapfrog traditional retail channels

Flipkart is experimenting with a new interface that integrates videos, text and images and allowing people in smaller towns and villages to buy goods on its app in two or three steps, its co-founder Sachin Bansal said on Friday.

Flipkart expects users to leapfrog traditional retail channels and increasingly buy goods such as clothes and phones on their smartphones.

The launch of 4G services would also hasten this shift as high speed bandwidth will allow companies such as Flipkart to tackle the vernacular challenge - reaching out to non English speaking people through videos.

"The only way you can retain the customers is to deliver better experience," said Bansal at the TiE Bangalore Leapfrog conference.

When asked about its competitor Amazon, he said, "It had a good website" alluding to the fact that most consumers in India shop on mobile and Flipkart is encouraging its customers to shift to mobile apps to purchase goods.