Millions of new internet users are coming online in India. They are very different from the initial waves of internet users - be it income profiles, education levels, language skills, or social/cultural milieus. Existing eCommerce platforms in India are primarily inspired from the western world, making them difficult for new internet users to understand.
The goal of this project is to understand the behaviours of new internet users and help them make transactions online.
The research was aimed at understanding how new internet users interact with technology. The secondary research phase relied on research papers, books on the subject matter, and the work of ethnographic researchers who have worked in this area. The focus was almost entirely on behaviours of new internet users in the first phase, it had to shift to the role of community in enabling commerce among new internet users.
Beet attempts to reimagine the eCommerce experience for India’s first-time internet users by bringing local communities together, curating products relevant to the community, and enabling assisted commerce through chat and short videos.
Communities, Community commerce, Digital product design, Rural india, Social Commerce
