Professional Documents
Culture Documents
Program
(School of management Studies)
TOPIC
FLIPKART
(Individual Report)
SUBJECT:
Introduction E-commerce Business
Submitted To:
Professor Manjo Padaiyachi
NAME:- SOLANKI JAINAM
ROLLNO:- 68
GROUP NO:- 12
Company Overview:
Flipkart is an Indian e-commerce company that was founded in 2007 by Sachin Bansal and
Binny Bansal, who were both former employees of Amazon. The company started as an online
bookstore before expanding into a wide range of product categories. One of the significant
milestones for Flipkart was its acquisition of Myntra in 2014, a move that strengthened its
position in the fashion and apparel segment.
The core business of Flipkart is online retail, offering a diverse range of products including
electronics, fashion, home appliances, books, and more. The company operates through its
website and mobile app, providing customers with a convenient platform to browse and purchase
products from various brands.
As of FY23, Flipkart was the market leader, with a 48% share in India eCommerce, growing
faster than the industry." It identifies mobile and apparel as Flipkart's largest categories,
constituting approximately 50% and 30% of its mix, respectively. Flipkart is estimated to hold
48% and 60% market share in the online smartphone and online fashion markets, respectively,"
the report stated.
Competitor Landscape:
Flipkart has many competitors, including Amazon, Meesho, Snapdeal, Etsy, Myntra, Paytm,
eBay, and Alibaba GroupFlipkart is one of the largest e-commerce companies in India, and it has
stayed ahead of the competition by focusing on providing a wide selection of products at
competitive prices, offering convenient payment options, and providing excellent customer
service. The company has also invested in technology and logistics to ensure that orders are
delivered efficiently and on time. In addition, Flipkart has developed strong partnerships with
sellers and manufacturers to offer a wide range of products to its customers. These efforts have
helped Flipkart to maintain its position as a market leader in the Indian e-commerce industry
Business Strategy:
Value Proposition:
Flipkart offers five primary value propositions: accessibility, convenience, price, risk reduction,
and brand/status. The company increases accessibility by making it possible for merchants who
do not have a website to sell their products through its channel
Flipkart's key strategies is to offer a wide range of products at competitive prices. Flipkart also
offers a number of discounts and promotions, which helps to attract new customers and drive
sales. Flipkart also has a strong focus on customer service. It offers a number of features, such as
easy returns and exchanges, which help to keep customers coming back.
Flipkart also invests heavily in marketing and advertising. This helps to increase brand
awareness and attract new customers. Flipkart also uses social media to connect with customers
and promote its products.
Partnerships:
Flipkart's strategic alliance with the Adani Group encompasses two pivotal aspects: logistics and
data centers. These elements are at the heart of modern e-commerce operations, and their
integration promises to redefine the Indian e-commerce landscape.
Technology Platform:
Frontend Technologies:
React.js: Flipkart’s frontend is built using React.js, a popular JavaScript library for building user
interfaces. React.js enables fast rendering of dynamic content and seamless navigation across
Flipkart’s web and mobile platforms.
React Native: For its mobile applications, Flipkart utilizes React Native to create native-like
experiences across iOS and Android devices. React Native allows for code reusability and rapid
development, ensuring consistent performance across platforms.
Backend Infrastructure:
Java and Spring Boot: Many of Flipkart’s backend services are written in Java, leveraging the
robustness and scalability of the language. Spring Boot provides a framework for building
microservices quickly and efficiently, streamlining development workflows.
Apache Kafka: Flipkart relies on Apache Kafka for real-time data processing and event
streaming. Kafka facilitates the ingestion, processing, and distribution of large volumes of data,
powering features like personalized recommendations and inventory management.
Apache Hadoop and Spark: For big data analytics and processing, Flipkart utilizes Apache
Hadoop and Spark. These technologies enable batch processing of vast datasets, supporting
business intelligence, trend analysis, and data-driven decision-making.
Amazon Web Services (AWS): Wonder not, although being market rivals, Flipkart leverages
AWS for its cloud infrastructure needs (not solely but till some extent), including compute,
storage, and networking services. AWS provides scalability, reliability, and a wide range of
services to support Flipkart’s growing infrastructure requirements.
Docker and Kubernetes: To orchestrate containerized workloads, Flipkart utilizes Docker and
Kubernetes. These containerization technologies enable efficient resource utilization,
deployment automation, and scalability of Flipkart’s applications.
TensorFlow and PyTorch: Like all other tech giants Flipkart also employs machine learning
models for various tasks, including product recommendations, fraud detection, and demand
forecasting. TensorFlow and PyTorch are popular frameworks used for training and deploying
these models, enabling intelligent decision-making and personalized user experiences.
The company offers mobile applications for both Android and iOS devices, providing users with
a seamless shopping experience on the go. These mobile apps leverage device features like
location services, push notifications, and biometric authentication to offer personalized
recommendations, timely updates, and secure transactions.
Payment Gateways:
Payment Options:
Apart from Credit and Debit Cards, we accept payments via Internet Banking (covering 44
banks), Cash on Delivery, Equated Monthly Installments (EMI), E-Gift Vouchers, Flipkart Pay
Later, UPI, Wallet, and Paytm Postpaid.
Security Measures:
Flipkart uses 256-bit encryption technology to protect card information while securely
transmitting it to the respective banks for payment processing
User Experience:
Flipkart is strictly committed to maintaining compliance with and complying with the data
protection laws and regulations in the jurisdictions in which it operates. In India, Flipkart
complies with the country's data protection laws, including the Post-Enactment Personal Data
Protection Act (PDP Act). Additionally, Flipkart is required to comply with international
regulations such as the General Data Protection Regulation (GDPR) when processing customer
data in the European Union (EU). The Company may employ legal personnel to comply with
these laws and may regularly update its policies and practices to comply with changes in the law.
The Information Technology Act of 2000 and the Consumer Protection Act of 2019 regulate
India's e-commerce activities, providing legal oversight and consumer protection during online
transactions. These regulations are augmented by government guidelines that cover a variety of
topics, such as data protection and proper conduct in the marketplace.
Legal Challenges
Walmart Inc’s Flipkart has filed a legal challenge against the restarting of an antitrust probe into
the company, arguing in a court filing that the investigation would cause "irreparable injury."
The Competition Commission of India (CCI) launched an investigation in January last year
following a complaint alleging that Flipkart and Amazon.com Inc promoted select sellers on
their e-commerce platforms and used deep discounts to stifle competitio
Operational Model:
Logistics & Supply Chain:
Flipkart's supply chain includes warehouses, fulfillment centers, and distribution hubs across
India. The company has 500 warehouses in Tier I and Tier II cities. Flipkart's logistics arm,
eKart, delivers 10 million shipments a month, and the company plans to expand its network to
include autonomous vehicles and drones.
Flipkart has reduced operational costs by 20–25% and increased its customer base by 10–15%
through its supply chain optimization and technology investments. The company has also
launched its own payment gateway, PhonePe, which has over 250 million users
Technology Integration:
Flipkart uses technology such as artificial intelligence (AI), machine learning (ML), data science,
internet of things (IoT), and robotics to create a holistic shopping experience. Some of the
technologies Flipkart uses include:
Financial Overview
Financial Performance:
Flipkart Private Limited reported a revenue amounting to over 560 billion Indian rupees in
financial year 2023. Additionally, the e-commerce player had an increase of nine percent in its
revenue, compared to the previous year.
Funding Sources:
Flipkart has raised a total of $14.9B in funding over 28 rounds. Their latest funding was raised
on Dec 22, 2023 from a Secondary Market round.Flipkart is funded by 31 investors. Walmart
and Walmart are the most recent investors.Flipkart has made 37 investments. Their most recent
investment was on Feb 27, 2024, when Shadowfax raised $100M.Flipkart has had 4 exits.
Flipkart's most notable exits include Myntra, NestAway, and Flipkart. Flipkart has acquired 17
organizations. Their most recent acquisition was ANS Commerce on Apr 19, 2022.
Future Outlook :
Flipkart has plans to enter the quick commerce delivery business, and is expected to launch
services in 20 cities in the next few months. The company is also focusing on grocery and travel
for growth in 2024
SWOT Analysis:
Strength
Brand Value
Strong market position
Innovative marketing campaigns
Large customer base
Strong Supply Chain
Weaknesses
Opportunities
Rapidly growing e-commerce market
Big Billion Days sale
Continuous Acquisition
a competitive advantage in the market.
Increasing penetration of smartphone
Threats
Quick commerce
Flipkart will start offering quick commerce services in about 20 cities in the next few months.
This includes same-day delivery across multiple categories, allowing Flipkart to deliver products
to millions of customers in both metro and non-metro regions.
Vertical focus
Flipkart will focus on grocery and travel in 2024. It will also focus on the hotel business as part
of its group company, Cleartrip, which it acquired in 2021.
Financing
Flipkart is finalizing a $1 billion financing round, including contributions from Walmart and
other investors. The company is gearing up to enhance the utilization of its resources across
existing and new business ventures.
Strategies for Customer Engagement: Flipkart employs various strategies for customer
engagement:
Social Media: Active presence on social media platforms like Facebook, Instagram, and Twitter
for brand promotion, customer interaction, and sharing updates on deals and promotions.
Handling Customer Feedback and Service Issues: Flipkart prioritizes customer feedback and
service issues:
Feedback Mechanisms: Providing multiple channels for customers to submit feedback, including
online forms, email, and customer service helplines.
Response and Resolution: Promptly addressing customer queries, concerns, and complaints
through dedicated customer service teams, ensuring timely resolution and satisfactory outcomes.
Continuous Improvement: Analyzing customer feedback and service issues to identify areas for
improvement in product quality, service delivery, and overall customer experience.
E-Business Technologies
Flipkart leverages CRM systems for personalized customer interactions and targeted marketing.
ERP systems streamline backend processes like inventory management and order processing.
Analytics tools enable data-driven decisions, predictive modeling, and personalized shopping
experiences, enhancing operational efficiency and customer satisfaction.
Apache KafkaFor real-time data processing and event streaming, including features like
inventory management and personalized recommendationsApache
Hadoop and Spark For big data analytics and processing, including batch processing of large
datasets, business intelligence, trend analysis, and data-driven decision-making
Machine learning algorithmsTo identify potential fraudsters through offline models and real-
time decision systems, and to prevent fraudulent activities
Flipkart invests in app optimization, user interface design, and performance enhancements to
ensure user satisfaction and retention. The company leverages push notifications, in-app
promotions, and exclusive deals to drive app downloads and encourage repeat usage,
contributing to overall business growth.
flipkart is committed to sustainability and corporate social responsibility (CSR). The company
has committed to 100% renewable energy by 2030, and has recycled over 67 million liters of
wastewater in one year. Flipkart also has green buildings throughout its supply chain, and is
working towards 100% electric mobility.
Sustainability and CSR are terms that describe how businesses are involved with the
environment and people. Consumers expect businesses to act in ways that are environmentally
sustainable and socially responsible
Conclusion and Recommendations:
Flipkart, a leading Indian e-commerce company, boasts a strong market position, innovative
marketing campaigns, and a large customer base. Its technology integration, including React.js
and Apache Kafka, enhances user experience and operational efficiency. Flipkart faces
challenges like legal issues and heavy dependence on discounts but has opportunities in the
growing e-commerce market and vertical expansion into quick commerce and groceries.
Recommendations:
To address weaknesses, Flipkart should diversify revenue streams beyond heavy discounts and
focus on sustainable business models. Strengthening legal compliance and investing in
innovation will mitigate threats and capitalize on opportunities. Expansion into quick commerce
and groceries aligns with market trends and enhances customer engagement. Continued
investment in technology and sustainability will solidify Flipkart's position as an industry leader.
Bibliography
https://www.livemint.com/
https://medium.com/@alammobashshir/dissecting-the-tech-stack-of-e-commerce-giant-flipkart-
30c930866e68
https://economictimes.indiatimes.com/industry/services/retail/walmarts-flipkart
https://www.marketing91.com/swot-analysis-of-flipkart/
https://www.linkedin.com/pulse/decoding-flipkarts-game-changing-strategic-adani-group-
babaria
https://stories.flipkart.com/supply-chain-evolution-2023/
https://www.livemint.com/companies/news/flipkart-
https://csrbox.org/Impact/description/Impact-stories_full_Creating-a-Sustainable-Tomorrow--
Flipkart%E2%80%99s-Contributions-to-India's-Nation-Building_590#:~:text