New conversational tool targets next wave of online shoppers, especially in non-metro markets
Meesho has launched ‘Vaani’, a generative AI-powered voice shopping assistant, marking a strategic push towards conversational commerce as it seeks to expand its reach among new internet users.
The assistant is designed to simplify online shopping by enabling users to interact through natural voice conversations, allowing them to search, compare and purchase products without relying on traditional text-based interfaces.
Positioned as “Vaani – Your Meesho Dost”, the tool aims to replicate the experience of offline shopping, where consumers describe their needs, ask follow-up questions and refine choices through dialogue. This approach is particularly targeted at users in tier-2 and smaller markets, where navigating filters and structured search systems can be less intuitive.
According to the company, the assistant supports the entire shopping journey—from product discovery to checkout—by understanding user intent, surfacing relevant products and offering contextual details such as reviews, pricing and delivery options.
Early adoption metrics indicate strong traction. During its initial rollout phase, Vaani recorded over 1.5 million user interactions and delivered a 22% higher conversion rate, along with lower return and cancellation rates.
Built on a multi-agent AI architecture and powered by large language models fine-tuned on customer data, the assistant leverages edge computing for faster speech processing and improved responsiveness. It currently supports English and Hindi, with plans to expand into more regional languages.
Meesho said the launch is aimed at tapping into a large untapped user base—estimated at around 500 million people—who are online but do not actively shop digitally, often due to usability barriers.
The move reflects a broader shift in India’s ecommerce landscape, where platforms are increasingly adopting AI-led, voice-first interfaces to drive deeper penetration beyond metros and make digital commerce more accessible and intuitive.
