Amazon wants differentiating ecosystem on board

ECommerce pioneer to help in Make-in-India campaign

ECommerce pioneer Amazon has planned to build a differentiating ecosystem on its various platforms, and produce a different phenomena around it for consumers.

“Evolution of technology with the advent of mobile technology is giving a different experience to customers. Here we would like to build ecosystem and further create futuristic action,” said Amazon International Senior Vice President Diego Piacentini on Friday.

Besides eCommerce and devices, the Seattle-headquartered company is involved in electronic commerce and cloud computing. Clarifying the point, a company spokesperson said that Amazon would like to integrate its  business units for better customer experience in India.

Speaking at the Indus Entrepreneurs (TiE) Leapfrog Summit here on Friday, Piacentini said that the importance of physical stores will not go away. “They will play a major role in the evolution of technology and customer experience,” he said.

Piacentini said that India is a complicated country from many points of view, and companies must work around this and flourish. “I am seeing a dynamic environment in India. We have roped in thousands of merchants and given them market access,” he said. When asked about the drone service in India, he said that the company is testing it in the US and Europe, and it will come to India eventually.

Amazon India Country Manager Amit Agarwal said that the company finds lots of opportunities in India, rather than operational difficulties.

“Our endeavour is to transform how India buys and sells. The Amazon platform should help buyers and sellers to equally take advantage of our platform. To execute that we should have the capabilities, technology, partnership with other ecosystems players, including mom-and-pop stores.”

He said that on the consumers’ side, the company has started pickup points in 50 cities along with mom-and-pop stores for assisted buying. “We have also made payment experience for customers via gift cards in nine different languages and helped other merchants use it for their loyalty programmes,” he said.

Commenting on cross-border eCommerce, he said that the company’s global platform has helped 19,000 manufacturing companies to catch up with customers. “In India, we have 2,500 merchants on board, and use other Amazon websites for reaching out to customers globally. Through this, we are truly materialising the Make-in-India campaign.”