Tata CLiQ – In pursuit of a Better Customer Experience

Tata CLiQ is the first-of-its-kind Phygital marketplace that is known for combining online shopping with the offline store experience to serve over one million customers. Within a year of its launch, Tata CLiQ is in the Top 10, and one of the fastest growing, e-commerce websites in the country. A customer can engage with Tata CLiQ online in a seamless shopping experience across desktop, tablet and smartphone or visit their brick and mortar store.

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The Problem Statement

Internet boom in India is driven by mobile. However, internet speed remains a challenge. In fact, India was ranked 109th out of 122 countries in terms of mobile speed as recently as 2016. On the other hand, apps are an ultra-competitive space. Indians on average have about 79 apps on their smartphone and use only about 42 apps in a month. India is higher than China, US & UK in terms of number of apps used per day. Tata CLiQ was trying to raise conversions and improve the experience of its users which became a challenge considering factors mentioned above.

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Progressive Web Application (PWA)

Xelp created a Progressive Web Application (PWA) for Tata CLiQ. A PWA is a website that looks and behaves like a mobile application. The website compatibility allows it to be added to a mobile home screen just like any other application. It also becomes interactive in less than 5 seconds on a 3G connection for its initial path. It's robust to patchy connectivity is a hundred times smaller than a mobile application. This means, PWA is simply the best as it is easy to use, takes less memory space and above all, downloads faster than a normal web application.

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The Outcome

Within a few days of launch of their new site, TataCLiQ metrices were comparable to Flipkart which is considered one of best PWA enabled sites in the country. As per Lighthouse: Google’s open source automated tool for improving the quality of web pages, the First Meaningful Point for TataCLiQ's Home Page was 4162 ms and the First Interactive Point was 4094 ms. The comparable metrics for the Flipkart site was 4880 ms and 7650 ms respectively. Similarly, for the product page, the First Meaningful Point and the First Interactive point for Tata CLiQ was 4650 ms and 6676 ms while that of Flipkart was 6736ms and 10160 ms respectively.


PWA allows the website to load instantly and is robust even in uncertain network conditions.


PWA responds to user interactions quickly with silky, smooth animations and no janky scrolling.


A PWA feels and functions like a natural app on the device and offers an immersive user experience.

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