Flipkart- Journey towards Success

Introduction to eCommerce Trading in products or services using computer networks.

Buy or Sell on websites or online marketplaces.

Gather & use demographic data through web contacts & social media.

Provides secure business transactions.

Some of the common applications related to eCommerce include :

Online Shopping & order tracking

Online banking,

Shopping cart software,

Social networking,

Teleconferencing,

Electronic tickets, etc

Different types of eCommerceBusiness

(organization)

Customer

(individual)

Business

(organization)

B2B

(e.g TPN)

B2C

(e.g Amazon)

Customer

(individual)

C2B

(e.g Priceline)

C2C

(e.g eBay)

Architecture of Web-based

eCommerce System

Backend system

Firewall

Internet

Server side

Intranet

(Secure)

Web Server Application Server

Database

Service system

Client side

Introduction to Flipkart Flipkart is one of the leading Indian e-commerce companies

headquartered in Bangalore, Karnataka.

Flipkart focused on online sales of books. But it later expanded to electronic

goods and a variety of other products.

The first book sold by the company on flipkart.com - John Woods' Leaving

Microsoft to Change the World.

Flipkart could in simple terms mean ‘Flipping things into your Kart’.

Company Founders

Sachin Bansal

CEO and Co-founder

Binny BansalCOO and Co-founder

Company History Started in 2007 by former classmates at IIT Delhi and later colleagues at

Amazon.com, Sachin Bansal and Binny Bansal.

Flipkart is also the largest online book store in India, with over 11.5 million

book titles available Currently, Flipkart ships 30,000 units per day.

With path-breaking features like Cash/Card on Delivery, 30 Day replacement

policy and EMI options, Flipkart has now made it possible for anyone across the

country with internet access to shop online.

The Flipkart experience is characterized by the intuitive user interface, free

shipping and low prices.

As a testimony to the superior customer experience, the company has

consistently recorded repeat purchase rates of more than 70%.

The company even has its own delivery network in 27 cities and is set to

expand this even further by next year. With a team of around 4500 members,

the company operates from offices and warehouses in seven cities at present.

Company Locations

Company Funding Initial funding.

Venture capital funds.

Equity firms investment.

$1 Billion were raised in fresh capital.

Company Aquisitions

2010: WEREAD, a social book discovery tool.

2011: Mime360, a digital content platform company.

2011: Chakpak.com is a Bollywood news site that offers updates, news,

photos and videos.

2012: Letsbuy.com is India's second largest e-retailer in electronics.

2014 : Myntra.com

Marketing Strategy

Flipkart has been mostly marketed by word of mouth advertising.

Customer satisfaction has been their best marketing medium.

Flipkart very wisely used SEO (Search Engine Optimization) and Google Ad-

words.

"No Kidding No worries“

Kids were used to create the adverts to send out the message - if a kid can do it,

you can also do it.

All in all to create a great customer experience.

Advertisements by flipkart

Customer Oriented Model

4 C’sCost

• Heavy discounts on books.

• Free shipping for purchases above

Rs. 500.

Consumer

• Availability of products across 16

categories.

• Books can be ordered before they

are launched.

• Pan India presence.

Communication

• Advertisements via Search Engine

Optimization.

• Transparent Communication.

• Once the customer places an

order, progress can be tracked.

Convenience

• Ease of finding the product and

related information.

• Purchase at the click of a button.

• Cash/ Card on Delivery.

SWOT AnalysisSWOT HELPFUL HARMFUL

INTERNAL

FACTORS

StrengthsBrand

Supply Chain Management

Quick Turnaround Time

Advertisement And

Promotion

Strategic Acquisitions

Huge Reach

WeaknessesDelivery

Internet Penetration

Payment Gateways

EXTERNAL

FACTORS

OpportunitiesGrowth In E-Tail

Growth In E-Book Culture

Broadband Penetration

Mobile Apps

Threats

New Players Such As

Amazon, Snapdeal ,

ebay

Challenges Faced Handling customer complaints.

Not having the ‘display’ advantage.

The discomfort of paying by cards.

Tough times for logistics and customer service.

Work 24 / 7 and the customer perceptions around it.

Strategy in solving problems

in E-commerce Discoverability

a. Yahoo Newsb. We Do Not Sell Used Books

Payments

Inventory

Delivery

Pricing strategies

Overcoming competition Great website

Great books and hot deals

Excellent communication system

Great customer retention rate

Credible and Easy Payment system

Digital Marketing Original Domain Registration is of 1999 which ended on 2006

Domain Acquisition – 3 June 2007 . Expiry Date :- 3 June 2022

Domain Purchased from – www.godaddy.com

Other acquired domains to avoid duplicity - .biz , .co.in , .net

IPs connected to website - 103.243.34.101 , 180.179.145.102

SEO : Keywords Used :- Online Shopping, India, Books, Store, Flipkart

Image Importing – Images which are available on the Flipkart website are

imported from internally hosted domain server – flixcart.com

Buttons / Tabs used – Apple Touch Icon

Font used – Sans Serif

Cookies Used – 31 . Some have extremely prolonged expiry dates. E.g Buyer

has expiry date of 8 June 2288

Total visits for July 2014 – 203,361

Statistics Global Rank – 96 , India Rank – 6

Bounce Rate - 17.90% , Daily Page views Per Visitor - 9.76 , Time spent on

Site - 9:12

Country Visits – India – 94.7% , China – 0.9% (ch.flipkart.com) , USA – 1.2%

Search Engine Traffic – 11.36% ( Reduced by 26.00% )

Top Keywords – Flipkart , Online Shopping , Flipkart Coupons etc.

Flipkart Load speed – 3.032 seconds.

Before Flipkart these are the website where people first visit.

1. Amazon – 4.3%

2. Snapdeal – 3.7%

Total Facebook traffic – 6.9%

Back linking Statistics – 12,494

Supply Chain Management

E-Kart logistics is full subsidiary of Flipkart India Pvt. Ltd.

Order Life Cycle starts from Customer placing an order on Flipkart and

Application Server then provides the Order Id and Order is then sent to the

Inventory Management Team.

Order is then properly packed from the Warehouse nearest to the

customers location

Tracking Id is created and it is sent to the Customer.

Courier Service delivers the package at the right location by coordinating

with the customer.

Inventory Management Team and Supply Chain Management is controlled

by Mr.Sujeet Kumar who is also an IIT Alumni.

TRIVIA

1. How many of you think Flipkart is an Indian Company ?

2. Why is Flipkart emphasizing to customer to purchase using Mobile

Application ?

3. Why was Gift Wrapping service introduced by Flipkart ?

4. What made Flipkart a 1 Billion $ company ?

5. What is the organizational Structure of Flipkart ?