2. Decision of Flipkart
Platform of few sellers to market place for many
sellers
Moving from Inventory model
Amazon
Challenge with market place
Balancing market growth and market share
3. Flipkart in India
Started as book-seller in 2007
Introduced COD
Diversified to music, games and movies in 2010
Own logistics distribution network
Hub-and-spoke model built around fulfillment centre
Offered warranties
30-day replacement
Brand building
Sponsoring IPL
Acquired fashion site Myntra
Leading e-commerce with 43% market share
20 million product in 70 categories
4. Effect of competition
Challenge Response
Free shipping
Reduced price
Increase seller base
from 30,000 to 1,00,000
Transition to pure
paltform company like
Airbnb
In marketplace, sellers
would be responsible
for inventory
Competition between
sellers to make the
price down
Logistics business
eKart as separate
5. Marketplace Model
Product strategy
Infinite product selection
Launching new brand
Xiaomi
Heavy discount and free shipping
Pure market place for niche categories
Seller paid Flipkart to advertise
High margin
Unbranded product
Flipkart Advantage: Kept inventory and transport for a fee
Medium margin
6. Marketplace Model
Attracting Sellers
Registered sellers having capability are allowed in
the platform
Sellers are assisted with data analytics
Building customer base
45 million customer in 100 cities in 2015
7. Organization structure
Commerce platform
Transaction, offline order fulfillment
Supply chain
eKart
New initiative
Advertisement (search ads & display ads)
Marketing and branding consultancy to the sellers
Investment
Fashion
Myntra & In-house fashion
8. Flipkart: Key Differentiator
Convenience of customers
Access to niche products
High Market share
Focus on Business growth
Challenge
Maintain service quality