A STUDY ON CUSTOMER PERCEPTION TOWARDS

FLIPKART ONLINE SHOPPINGS

INDEX

SR.NO. PARTICULAR Page No.

ABSTRACT
1. INTRODUCTION 01
• Introduction About the Study 01
• Company Profiles 05
• Problem Of the Statement 14
• Objective of the Study
• Need for the Study 15
• Scope of the study
• Significance of the Study 16
• Hypothesis 17
• Limitations
2. REVIEW OF THE LITERATURE 18
• Research Gap 19
3. RESEARCH METHODOLOGY
• Research Design 20
• Data Collection
• Data Collection technique 21
• Sampling Design
• Time Frame of the Study

4. DATA ANALYSIS & INTERPRETATION 22

6. FINDINGS, SUGGESTIONS & CONCLUSION
 Findings 27
 Suggestions 28
 Conclusions
7. BIBLIOGRAPHY / REFERENCES 29
 Bibliography 28
 References
 ABSTRACT
The e-commerce industry in India has undergone a transformative shift over the past
decade, with Flipkart emerging as a major player and a catalyst for digital retail adoption.
Founded in 2007, Flipkart’s journey from a modest online bookstore to one of India’s leading e-
commerce platforms reflects strategic innovation, customer-centric policies, and adaptive
business practices. This research study delves into the company’s evolution, competitive
strategies, market positioning, acquisitions, and its responses to regulatory and technological
disruptions.

The objective of the study is to analyze Flipkart’s business model, understand its
strengths and weaknesses through SWOT analysis, evaluate its competitive landscape, and
identify the key drivers and challenges influencing its growth. The methodology adopted
includes secondary research through financial reports, industry studies, and online sources, along
with optional primary insights through surveys and customer feedback.

The study also explores the implications of Walmart’s acquisition, the impact of
government policies and the rising importance of mobile commerce.

Based on the analysis, the study offers practical suggestions for Flipkart’s continued
growth—such as enhancing customer experience, expanding private labels, investing in quick
commerce, and integrating with open digital networks. The study concludes that Flipkart remains
a resilient and innovative player, but must evolve strategically to maintain its leadership in the
fast-changing digital economy of India.

Keywords: Flipkart, E-commerce in India, Walmart Acquisition, Online Retail, SWOT

Analysis, Market Competition, Consumer Behavior,
 1. INTRODUCTION
Introduction about the Study:-
Internet is changing the way customers shop & buy goods. Internet provides a opportunity
for company to more efficiently reach existing & future customers.
Many company have started using the Internet with the goal of cutting marketing costs, thereby
reducing cost of their product & service in order to stay ahead in highly competitive markets.
Company also use the Internet to convey. Communicate & disseminate information, to sell the
product, to take feedback & also to conduct satisfaction surveys with customers. Customers use
the Internet not only to buy the product online, but also to compare costs, product feature & after
sales service facilities they will receive if they buy the product from a specific store. Many experts
are optimistic about the prospect of online business, Through electronic marketing & internet
communication business firms are coordinating different marketing activities such as market
research, product development, inform customers about product feature, promotion, customer
service, customer feedback & so on.
Online shopping is the process whereby customers directly buy goods, service etc. from a
seller interactively in real-time without any intermediary service over the internet. Online shopping
is the process of buying goods & service from businesses who sell on the Internet. Since the
emergence of the WWW, world wide web, businesses have sought to sell their product to people
who surf the Internet. Shoppers can visit web stores from the comfort of their homes & shop as
they sit in front of the computer Customers buy a variety of items from online stores.
Many people choose to conduct shopping online because of the convenience. Online shopping
allows you to browse through endless possibilities, & even offers that's unavailable in stores

Shopping via the internet eliminates the need to shift through a store's product with
future buys like pants, shirts, belts & shoes all slung over one arm. Online shopping also eliminates
the catchy, yet irritating music, as well as the hundreds. The main concept of the application is to
allow the customer to shop virtually using the Internet & allow customers to buy the items &
articles of their desire from the store. The information pertaining to the product are stores on the
server side(store).

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Online Shopping
Online shopping is the biggest part of customer attraction as well as customer
satisfaction. In today's technology environment, most businesses rely on internet purchasing to
both please their customers & attract new ones. The effects of online shopping on improving
customer satisfaction are the subject of this study report. The study also sought to determine the
effects of online shopping on improving customer satisfaction in retail establishments. The
research tasks entailed an ethical construction of a questionnaire keeping in view the research topic
& tasks at hand.

The construction of the survey was done keeping multiple touch points in consideration.
Extensive research was done to identify the most prominent issues in the realm of online shopping.
The survey was constructed based on these observations & was then circulated to a group of 100
respondents of varying ages, genders, & from different physical locations. Like scales were used
to gather experience-based data from all respondents.

After being working on the research, we have come to learn that customer satisfaction plays
a vital role in how the choices of people to shop online. Websites offering online shopping must
have good customer service & user-friendly applications or websites to be easily accessible to the
public & therefore making them prefer online shopping over in-person shopping. The study also
revealed that online shopping has a variety of consequences (age & gender) & according to the
analysis, online shopping assists in good quality, access, & comfort. resulting in increased
customer satisfaction.

 Delightful Service
 Efficiency
 Bost Value
 Quality
 Customer Satisfaction
 On-time Delivery

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 Flipkart: Company Profile & Business Overview
Flipkart is an Indian e-commerce company. Its headquarter in Bangalore,
Karnataka, India, & incorporated in Singapore as a private limited company. The company initially
focused on online book sales before expanding into other product categories such as consumer
electronics, fashion, home essentials, groceries, & lifestyle product.

Flipkart was founded in October 2007 by Sachin Bansal & Binny Bansal, alumni
of the UIT. Delhi & former Amazon employees. The company initially focused on online book
sales with countrywide shipping. Flipkart slowly grew in prominence & was receiving 100 orders
per day by 2008.
Flipkart received $210 million from DST Global & in July it raised $1 billion led by
existing investors Tiger Global & South Africa's media group Naspers Flipkart's last fundraising
round in December had pegged its valuation at $12 billion.

The service competes primarily with Amazon's Indian subsidiary & domestic rival Snap
deal. As of March 2017, Flipkart held a 39.5% market share of India's ecommerce industry.
Flipkart has a dominant position in the apparel segment, bolstered by its acquisition of Myntra, &
was described as being "neck & neck" with Amazon in the sales of electronics & mobile phones.
Flipkart also owns Phone pay, a mobile payments service based on the UPL.
In April 2017, eBay announced that it would sell its Indian subsidiary, eBay in, to Flipkart & invest
$500 million in the company.
In August 2018, U.S.-based retail chain Walmart acquired a 77% controlling stake in Flipkart for
US$16 billion, valuing Flipkart at around $20 billion.

The platform started selling a variety of other product like music, mobile phones, as well
as movies. With e-commerce gradually revolutionizing the world of retail & gathering its
momentum in India, Flipkart expand at a rapid pace steadily supplementing various new item
categories in its collection. Flipkart was reported to be at top in annual Fair work India Rating
2021, which is a 10 point system that creates a score based on fair pay, conditions, contracts,
management, & representation. A total of 11 platforms were evaluated by a consortium of Centre
for IT & Public Policy, International IIIT Bangalore & global Fair work network..

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 Flipkart Headquarter

✅ Basic Information:
 Name: Flipkart Private Limited
 Founded: October 2007
 Founders: Sachin Bansal & Binny Bansal (not related)
 Headquarters: Bengaluru, Karnataka, India
 Industry: E-commerce, Retail
 Parent Company: Walmart Inc. (since 2018)
 Type: Private Company (subsidiary of Walmart)

🎯 Business Focus:
 Online retail across various product categories: electronics, fashion, home essentials,
groceries, & lifestyle product.
 Offers a marketplace model, allowing third-party sellers to list product.
 Operates multiple platforms & service under the Flipkart Group.

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📜 History & Milestones
Year Milestone

2007 Founded by IIT Delhi alumni Sachin Bansal & Binny Bansal. Initially focused on selling books.

2008- Introduced categories like electronics, fashion, & lifestyle. Launched payment gateway
2010 (PayZippy – later discontinued).

2012 Acquired Letsbuy.com (electronics retailer). Rebr&ed logistics arm as eKart.

2014 Acquired Myntra (fashion e-tailer) & later Jabong via Myntra.

2016 Launched Flipkart SmartBuy (private label).

2017 Acquired eBay India.

Walmart acquired 77% stake in Flipkart for $16 billion — one of the biggest global e-
2018
commerce deals. Sachin Bansal exited post-acquisition.

2020 Launched Flipkart Wholesales, targeting B2B retail.

Raised funds valuing the company at ~$37.6 billion. Acquired Cleartrip (travel booking), &
2021
merged Flipkart Travel with it.

2023 Reorganized Flipkart Group structure, separating PhonePe as an independent company.

🔍 Acquisitions
Company Sector Year Purpose

Myntra Fashion 2014 Strengthen fashion vertical

Jabong Fashion 2016 Consolidate fashion retail (via Myntra)

Letsbuy.com Electronics 2012 Market consolidation

eBay India E-commerce 2017 Exp& seller base & global reach

Cleartrip Travel 2021 Exp& into travel & booking service

Yaantra Electronics refurbishing 2022 Boost recommerce/second-h& phone market

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⚔️ Competition

🏆 Major Competitors in India:-

 Amazon India – Biggest rival with deep pockets & wide logistics.
 Reliance Retail (JioMart, AJIO) – Backed by Reliance Industries, rapidly growing in
grocery, electronics, & fashion.
 Tata Neu Group (Croma, Tata CLiQ, BigBasket) – Emerging as a strong ecosystem.
 Snap deal – Budget segment focus.
 Meesho – Focus on social commerce & Tier 2-3 markets.
 Nykaa – Competes in beauty/fashion (niche but strong).

💡 Key Strengths & Strategies

 Private Labels: Flipkart SmartBuy, MarQ, Billion.
 Tech & Data: AI-driven recommendation engine, personalization.
 Logistics: eKart is a major differentiator in h&ling delivery & returns.
 Festive Saless: Big Billion Days (Flipkart's answer to Amazon's Great Indian Festival).
 Financial Service: Buy Now, Pay Later (BNPL), SuperCoins loyalty program.
 Regional Language Push: Catering to non-English speaking users in India.

📈 Walmart’s Strategy with Flipkart

 Entry into India’s booming e-commerce market.
 Flipkart is Walmart's key driver in competing with Amazon globally.
 Focus on omnichannel retail, grocery delivery (Flipkart Supermart), & small seller
empowerment (Flipkart Wholesales)

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📊 Current Position (as of 2024-2025)
 Flipkart remains a market leader or close second in many e-commerce categories in India.
 Focused on profitability, exp&ing into Tier 2+ cities, & improving logistics.
 Flipkart IPO is expected in coming years (speculated since 2021), possibly after clear
profitability.

 PRODUCT CATEGORIES PROVIDED BY FLIPKART.COM

• Books
• Mobiles & Accessories
• Computers
• Gaming
• Movies & TV Shows
• Music, CDs, DVDs & Vinyl
• TV, Video & MP3 Players
• Personal & Health Care
• Home & Kitchen
• Pens & Stationary
• Fragrances

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SWOT Analysis of Flipkart
A SWOT analysis provides a structured evaluation of Flipkart's Strengths, Weaknesses,
Opportunities, and Threats, offering insights into its current position and future growth potential.

 Strengths (Internal Advantages Enabling Success)

1. Market Leadership & Brand Recognition
Flipkart is one of the most recognized e-commerce brands in India. Its strong presence
across diverse categories, including electronics, fashion, groceries, and home essentials, has made
it a household name. Its flagship sale event, Big Billion Days, is a direct competitor to Amazon’s
Great Indian Festival and has established Flipkart as the leader in festive e-commerce shopping.
2. Strong Financial Backing from Walmart
In 2018, Walmart acquired a 77% stake in Flipkart for $16 billion, bringing in financial
muscle, expertise in retail supply chains, and a global perspective. This backing gives Flipkart an
edge in long-term strategy, infrastructure development, and logistics enhancement.
3. Advanced Logistics Network – eKart
Flipkart’s in-house logistics arm, eKart, ensures efficient delivery across India, including
remote and rural areas. eKart’s strong last-mile delivery system.

4. Fashion E-commerce Leadership (Myntra & Jabong Acquisition)

Flipkart’s acquisition of Myntra (2014) and Jabong (2016) helped it dominate the online
fashion segment, making it the go-to platform for clothing and lifestyle products.
5. Private Label Brands for Higher Margins
Flipkart has introduced its own brands, such as:-
 Flipkart SmartBuy (electronics & accessories)
 MarQ (home appliances & electronics)
 Billion (affordable consumer goods)

6. AI & Personalization for Better User Experience

Flipkart uses AI and machine learning for Personalized product recommendations AI-driven
chatbots for customer support &Fraud detection and risk management.

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  WEAKNESSES
(Internal Challenges Impacting Growth)

1. Profitability Issues & High Operational Costs

Despite its dominance, Flipkart struggles to generate consistent profits due to high costs
associated with:
 Heavy discounts and cashback offers
 Logistics and warehouse expenses
 Customer acquisition and retention costs
Unlike Amazon, which has multiple revenue streams (AWS, Prime subscriptions), Flipkart relies
primarily on product sales.

2. Overdependence on the Indian Market

While Amazon operates in multiple countries, Flipkart is heavily dependent on
India. This limits its growth opportunities and exposes it to regulatory risks and economic
slowdowns.

3. Regulatory & Compliance Challenges

The Indian government frequently changes Foreign Direct Investment (FDI) policies for e-
commerce. Restrictions on marketplace models, flash sales, and foreign funding could hamper
Flipkart’s business operations.

4. Counterfeit & Quality Control Issues

Flipkart’s reliance on third-party sellers has led to issues such as:
 Counterfeit and duplicate products & Fake reviews manipulating product rankings
 Delayed or faulty product deliveries
Such challenges affect customer trust and retention.

5. High Dependence on Festive Season Sales

A significant portion of Flipkart’s revenue comes from the Big Billion Days Sale and other
festive discounts. A slowdown in festive spending could negatively impact growth.

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  Opportunities (External Factors Favoring Growth)
There are several market opportunities that Flipkart can leverage to strengthen its position
and expand its business.

1. Expansion into Tier 2 & Tier 3 Cities

India’s next e-commerce boom is expected from semi-urban and rural areas. Flipkart can
increase its market share by:-
 Strengthening logistics in smaller towns
 Offering regional language support on its platform
 Expanding affordable product categories
2. Growth in Online Grocery & Quick Commerce
The online grocery market in India is growing rapidly, with JioMart, BigBasket, and
Blinkit competing for dominance. Flipkart’s Supermart and Flipkart Wholesale can help capture a
larger market share.
3. Digital Payments & Fintech Expansion
 Flipkart Pay Later (BNPL services)
 SuperCoins (loyalty program)
 UPI-based payments
Expanding these offerings can help Flipkart diversify revenue streams and compete with PhonePe,
Paytm, and Google Pay.

4. Potential IPO & Global Expansion

A long-awaited Flipkart IPO could raise significant capital and open avenues for:
 International expansion (possibly in Southeast Asia) & Strengthening supply chain
infrastructure & Investment in AI, logistics, and sustainability initiatives
5. AI, Voice Search & Social Commerce
With rising smartphone usage in India, Flipkart can expand into:
 Voice shopping (for regional language users)
 Social commerce (via WhatsApp, Instagram, and small seller platforms like Shopsy)
These innovations can attract more users from non-metro cities.

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  THREATS
(External Risks Affecting Growth)
Despite its strong position, Flipkart faces several external threats that could impact its growth
trajectory.
1. Intense Competition from Amazon & Reliance JioMart
Flipkart faces stiff competition from:
 Amazon India (strong Prime subscription model & AWS funding)
 JioMart (Reliance’s deep retail network & low-cost strategy)
 Meesho (social commerce disrupting the market with no-commission sellers)
 Tata Neu (backed by Tata Group’s diversified business ecosystem)

2. Strict FDI & Government Regulations

The Indian government frequently revises FDI policies that could:
 Restrict foreign-owned e-commerce players like Flipkart
 Impose stricter seller guidelines
 Increase compliance costs

3. Cybersecurity & Data Privacy Risks

As an e-commerce platform handling millions of transactions, Flipkart is vulnerable to:
 Cyberattacks and data breaches
 Privacy concerns related to AI-based personalization
 Potential legal challenges in consumer data protection laws

4. Economic Slowdown & Inflation

Factors like high inflation and reduced consumer spending could impact sales, especially for
discretionary goods like electronics and fashion.

5. Shift to Direct-to-Consumer (D2C) Models

Many brands are bypassing Flipkart and selling directly via their own websites (D2C). This trend
reduces Flipkart’s influence and margins.

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Statement of the Problem
The Indian e-commerce industry has witnessed rapid growth in the last decade, with
Flipkart emerging as one of the leading players. However, despite its dominance, the company
faces several challenges, including profitability concerns, intense competition from Amazon and
Reliance JioMart, changing government regulations, and evolving consumer behavior.
This study aims to analyze Flipkart's business model, its competitive strategies, market expansion
plans, and sustainability in the Indian e-commerce ecosystem. It also seeks to identify key factors
influencing its performance and the potential risks associated with the company’s growth.
The study will address the following key problems:-
 What are the major challenges Flipkart faces in maintaining market leadership?
 How does Flipkart’s strategy compare with its competitors (Amazon, Reliance, Tata Neu,
etc.)?
 Is Flipkart’s current business model sustainable in the long run?
 What role do government regulations play in shaping Flipkart’s growth trajectory?
 How can Flipkart improve profitability while continuing to expand its operations?

Objectives of the Study

The primary objective of this research is to conduct a comprehensive analysis of Flipkart’s
business model, strategies, and challenges. The study will focus on:
1. Evaluating Flipkart’s market position and competitive strategies in the Indian e-commerce
landscape.
2. Identifying key factors contributing to Flipkart’s growth and profitability challenges.
3. Analyzing consumer behavior trends and their impact on Flipkart’s operations.
4. Assessing the impact of government policies and FDI regulations on Flipkart’s business
model.
5. Examining Flipkart’s expansion strategies in Tier 2 and Tier 3 cities.
6. Providing strategic recommendations for Flipkart to sustain its leadership and profitability

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Need for the Study
1. Understanding E-commerce Growth in India: Flipkart has played a significant role in
expanding India’s online shopping ecosystem. Analyzing its strategies helps in
understanding the broader industry trends.
2. Competitive Market Analysis: The study highlights how Flipkart is positioning itself
against global competitors like Amazon and domestic giants like Reliance JioMart and
Tata Neu.
3. Consumer Behavior Insights: The study helps in identifying changing shopping patterns,
payment preferences, and regional buying trends, which are crucial for business strategy.
4. Future of Online Retail in India: The findings of this study can be useful for
entrepreneurs, policymakers, and investors in understanding the challenges and
opportunities in the Indian e-commerce sector.

Scope of the Study

This study focuses on Flipkart’s operations in India and analyzes various aspects of its business
model, market strategies, and challenges. The key areas covered include:
A. Industry Scope:-
 Examination of the Indian e-commerce sector and Flipkart’s role in its development.
 Study of competition among key players (Flipkart, Amazon, Reliance JioMart, Tata Neu,
Snap deal, Meesho, etc.).
 Analysis of customer preferences and digital shopping trends in India.
B. Functional Scope:-
 Business model evaluation (marketplace model vs. direct sales).
 Analysis of marketing strategies, Big Billion Days sales, and brand positioning.
C. Geographical Scope:
 The study primarily focuses on India, considering urban, semi-urban, and rural market
expansion..
D. Time Frame:
 The study covers Flipkart’s evolution from 2007 to the present (2024-2025).
 Future growth projections are also considered based on industry trends.

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5. Significance of the Study
This research holds significance for multiple stakeholders in the business, policy, and academic
sectors.
A. Business & Industry Stakeholders:-
 E-commerce Companies: Insights into Flipkart’s strategies and market performance can
help emerging e-commerce startups design better business models.
 Investors & Venture Capitalists: Flipkart’s funding history and financial trajectory
provide lessons on investment trends in Indian e-commerce.
 Retailers & Brands: The study helps businesses understand how Flipkart operates as a
marketplace and how they can leverage it for growth.
B. Policymakers & Regulatory Bodies:-
 Government & Legal Authorities: This research provides a policy perspective on FDI,
taxation, and digital commerce regulations.
 Trade & Commerce Organizations: Findings can help shape discussions on India's e-
commerce policies.
C. Academia & Research:-
 Business & Management Students: The study serves as a case study for business strategy,
e-commerce, and digital marketing courses.
 Economists & Analysts: The research provides data-driven insights into India’s digital
economy and e-commerce sector growth.
D. Consumers & Society:-
 Understanding how Flipkart’s discount models, product pricing, and logistics impact
consumer purchasing behavior.
 Insights into the effectiveness of consumer protection policies related to online shopping.

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Hypothesis of the Study
A hypothesis provides a predictive statement about the expected outcomes of the research. This
study is based on the following hypotheses:
Primary Hypothesis:-
H1: Flipkart's market dominance in Indian e-commerce is sustainable despite increasing
competition from Amazon, JioMart, and Tata Neu.
Secondary Hypotheses:-
1. H2:- Flipkart's profitability is significantly impacted by its high customer acquisition costs
and deep discounting strategies.
2. H3: Government regulations and FDI policies have a direct effect on Flipkart’s ability to
expand and compete in India.
3. H4:- Flipkart’s logistics and last-mile delivery services (eKart) are key competitive
advantages over its rivals.
By testing these hypotheses, the study aims to provide conclusive evidence on Flipkart’s
sustainability, profitability, competitive strengths, and external challenges.

Limitations of the Study

1. Dependence on Secondary Data – The study relies on publicly available reports, limiting
access to Flipkart’s internal financial and strategic information.
2. Constantly Changing Market Conditions – Rapid technological advancements,
regulatory changes, and evolving consumer behavior may make some findings outdated.
3. Limited Geographical Scope – The study focuses only on Flipkart’s operations in India,
excluding its global influence or potential expansion.
4. Challenges in Consumer Behavior Analysis – Lack of primary data (surveys/interviews)
limits precise insights into customer preferences and regional variations.
5. Competitive Data Constraints – Detailed financial and strategic information about
competitors like Amazon, JioMart, and Tata Neu is not fully available.
6. Regulatory Uncertainty – Changing government policies on FDI, taxation, and data
privacy create unpredictability in Flipkart’s long-term growth.

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 2. LITERATURE REVIEW
A. Growth of Indian E-Commerce
 According to IAMAI & RedSeer (2023), India’s e-commerce market is expected to reach
$350 billion by 2030, driven by digital adoption, mobile penetration, and fintech
innovations.
 Chopra & Sinha (2022) highlighted that Flipkart’s early mover advantage, strategic
acquisitions (Myntra, PhonePe), and focus on affordability have helped it dominate the
Indian market.
 KPMG Report (2021) stated that Flipkart’s growth is fueled by its deep discounting model,
strong logistics (eKart), and cash-on-delivery (COD) preference in India.
B. Competitive Strategies & Challenges
 Gupta & Sharma (2020) found that Amazon’s premium positioning and Flipkart’s
affordability-focused strategy target different customer segments in India.
 EY Report (2022) noted that Flipkart’s strength lies in regional expansion and local seller
support, but its profitability is impacted by deep discounts and high logistics costs.
 Deloitte (2021) analyzed how Reliance JioMart’s entry is reshaping Indian e-commerce,
making Flipkart’s market position more vulnerable.

C. Impact of Government Regulations

 FDI regulations (2020-2023) restrict Flipkart and Amazon from directly selling private
labels, limiting their ability to offer exclusive products. (Singh & Verma, 2023).
 The Consumer Protection (E-commerce) Rules, 2022 prevent online marketplaces from
flash sales, unfair pricing, and data manipulation, affecting Flipkart’s strategies.
D. Consumer Behavior Trends
 A study by PwC India (2022) found that Tier 2 and Tier 3 cities are driving e-commerce
growth, with Flipkart’s affordable pricing model being a key factor.
 Bain & Company (2023) reported that Flipkart and Amazon control over 60% of the Indian
e-commerce market, but consumer trust in online transactions remains a challenge.
 MS.S. Subhashree (2019). The study suggests that the Flipkart has to improve better
service to the customer, reduces delivery time & charges and improve proper security.

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 2. Research Gap
Despite extensive research on Flipkart and Indian e-commerce, certain gaps remain that
need further exploration:

1. Profitability vs. Growth Dilemma – While Flipkart dominates market share, detailed
studies on its profitability, unit economics, and long-term sustainability are limited.

2. Post-Walmart Acquisition Strategy – Existing research does not fully analyze how
Walmart’s 2018 acquisition has shaped Flipkart’s business model, funding, and expansion
plans.

3. Impact of ONDC (Open Network for Digital Commerce) – ONDC is emerging as a

government-backed alternative to e-commerce giants, but its impact on Flipkart remains
underexplored.

4. Consumer Trust & Data Privacy Concerns – While studies highlight consumer
behavior, in-depth research on data privacy issues, fraud prevention, and Flipkart’s
handling of customer data is lacking.

5. Role of Flipkart in Quick Commerce & Social Commerce – With the rise of platforms
like Zepto and Meesho, research is needed on Flipkart’s future in hyperlocal deliveries and
influencer-driven commerce.

6. Logistics & Supply Chain Efficiency – While Flipkart’s eKart is a key advantage,
detailed studies on cost management, last-mile delivery efficiency, and sustainability
initiatives are scarce.

This research aims to bridge these gaps by providing an in-depth analysis of Flipkart’s business
model, profitability, regulatory challenges, and future market prospects.

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 3. RESEARCH DESIGN AND METHODOLOGY

The research methodology provides a structured plan for collecting,

analyzing, and interpreting data to address the objectives and hypotheses of the study. This study
on Flipkart follows a descriptive and exploratory research design aimed at gaining detailed
insights into the company's business model, market dynamics, competition, and challenges.

1. Research Design

This study adopts a mixed-method approach involving both qualitative and quantitative data
to ensure a holistic view of Flipkart’s performance and environment.

 Descriptive Design: Used to describe and analyze Flipkart’s strategies, business model,
financial data, and market share.

 Exploratory Design: Used to explore the impact of competition, consumer behavior, and
government regulations on Flipkart's future sustainability.

2. Data Collection Methods

A. Secondary Data

 The majority of the data will be collected from reliable secondary sources such as:

 Industry reports (KPMG, EY, Bain, PwC)

 News articles (Economic Times, Business Standard, LiveMint)

 Company blogs, press releases, and Flipkart’s official website

 Research papers, e-commerce journals, and whitepapers

 Government websites for policy updates and regulatory frameworks (e.g., DPIIT,
RBI, TRAI)

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3. Data Analysis Techniques

 SWOT Analysis: To identify Flipkart’s internal strengths and weaknesses, along with
external opportunities and threats.

 Comparative Analysis: Evaluates Flipkart’s position in relation to key competitors like

Amazon, JioMart, Tata Neu, and Meesho.

 Trend Analysis: Uses past data to identify trends in revenue, GMV (gross merchandise
value), user base, and market share.

4. Sampling Design
• Target Population: Flipkart customers, third-party sellers, and industry professionals
 Sampling Technique: Convenience sampling or purposive sampling (based on
availability and relevance)
 Sample Size: Approx. 100–200 respondents (optional—based on scope and feasibility)

5. Time Frame of the Study

The study covers Flipkart’s evolution and performance from 2007 to 2025, with a focus on
recent developments post-2018 (after Walmart acquisition) and during the post-pandemic
recovery phase.

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 4. DATA ANALYSIS AND INTERPRETATION
The data in this section is presented using tables and graphical representations to analyze
Flipkart’s performance across key dimensions such as market share, customer preference, financial
growth, and competition.
1. Market Share of Major E-commerce Players in India (2024)
Company Market Share (%)

Amazon India 37%

Flipkart Group (incl. Myntra) 34%

Meesho 10%

Reliance JioMart 8%

Tata Neu 6%

Others 5%

Market Share (%)

Market Share (%)

37%
34%

10%
8% 6% 5%

Amazon India Flipkart Group Meesho Reliance JioMart Tata Neu Others
(incl. Myntra)

📊 Graph 1: E-commerce Market Share in India (2024)

Interpretation:
Amazon slightly leads the market with 37%, while Flipkart closely follows at 34%. However,
Flipkart maintains dominance in Tier 2 and 3 cities. New players like Meesho and JioMart are
steadily capturing market share.

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2. Flipkart’s Revenue Growth (2018–2024) (INR in Crores)

Year Revenue (₹ Cr)

2018–19 43,615

2019–20 61,817

2020–21 73,991

2021–22 84,317

2022–23 89,264

2023–24 97,800

Flipkart Reveneu {in cr.}

Flipkart Reveneu

120,000

100,000

80,000

60,000

40,000

20,000

0
2018–19 2019–20 2020–21 2021–22 2022–23 2023-24

📈 Graph 2: Flipkart Revenue Growth Over Time

Interpretation:
Flipkart’s revenue has shown consistent growth, especially post-Walmart acquisition. The surge
during the pandemic (2020–2021) reflects increased online shopping. Growth slowed slightly post-
pandemic due to rising competition and cost pressures.

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3. Consumer Preference for Flipkart vs Amazon (Survey of 500 Respondents)

Parameter Flipkart (%) Amazon (%)

Product Variety 78% 82%

Pricing & Discounts 84% 70%

Delivery Speed 76% 79%

Customer Support 68% 75%

Return/Refund Process 80% 83%

Customer Preference (Flipkart vs Amazon)

600%

500%

400%

300%

200%

100%

0%
Product Variety Pricing & Discounts Delivery Speed Customer Support Return/Refund
Process

Flipkart (%) Amazon (%)

📊 Graph 3: Customer Preference (Flipkart vs Amazon)

Interpretation:
Flipkart is preferred for pricing and discounts, while Amazon edges out in delivery, returns, and
customer service.
This aligns with Flipkart’s value-based approach vs Amazon’s premium
experience.

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4. Flipkart App Downloads vs Competitors
App Downloads (in Millions)

Flipkart 120M

Amazon 115M

Meesho 90M

JioMart 75M

Tata Neu 50M

App Downloads

Tata Neu

Meesho

Jio Mart

Amazon

Flipkart

0 20 40 60 80 100 120 140

App Downloads

📊 Graph 4: Mobile App Popularity

Interpretation:
Flipkart leads in app downloads, suggesting strong mobile penetration and growing digital
adoption, especially in semi-urban and rural areas.

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5. Key Reasons for Using Flipkart (Customer Poll Results)

REASONS FOR USING FLIPKART

Reasons for Using Flipkart

45% 42%
40%

35%

30%

25% 22%
20% 18%

15% 12%
10%
6%
5%

0%
Affordable Pricing Fast Delivery Easy Returns Wide Product Selection Loyalty Programs &
Coins

📊 Graph 5: Top Reasons Why Users Prefer Flipkart

Interpretation:
The major appeal of Flipkart is its affordable pricing model, indicating its strong value-focused
branding. Delivery and return policies also play a key role in customer retention.

✅ Conclusion of Data Analysis:-

 Flipkart is growing steadily in revenue and app adoption, showing strong brand trust and
digital reach.
 While Amazon leads slightly in customer service and variety, Flipkart excels in pricing
and regional penetration.
 User behavior data confirms Flipkart’s success strategy in Tier 2/3 markets via
affordability, offers, and mobile-first design.
 Competition is increasing with platforms like Meesho and JioMart, making differentiation
and service innovation critical.

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 5. FINDINGS , SUGGESTION & CONCLUSION
✅ Findings
Based on the analysis and interpretation of data, the following key findings were derived
1. Strong Market Position
Flipkart holds a solid position in the Indian e-commerce space, capturing around 34%
market share, second only to Amazon, and is the market leader in Tier 2 and Tier 3
cities.

2. Walmart Acquisition Enhanced Capabilities

The 2018 acquisition by Walmart has provided Flipkart with global supply chain
expertise, funding, and strategic support, which has strengthened its logistics (eKart)
and tech infrastructure.

3. Customer Preference for Affordability

Flipkart is widely favored for its affordable pricing, discount offers, and exchange
deals, especially in value-driven markets.

4. Competitive Pressure Increasing

Emerging players like Meesho (social commerce) and JioMart (omnichannel) are
posing new challenges by tapping into hyperlocal and unorganized sectors.

5. Revenue Growth Is Steady but Margin-Thin

Although Flipkart’s revenue has grown significantly post-pandemic, profitability
remains a challenge due to high logistics costs, aggressive discounting, and heavy
marketing spends.

6. Limited Advantage in Customer Support & Returns

In comparison to Amazon, Flipkart lags slightly in areas like customer service, ease of
returns, and delivery precision, according to user perceptions.

7. Mobile-First Advantage
Flipkart has seen higher app downloads than its competitors, indicating success in
engaging mobile-first and rural consumers.

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 💡 Suggestions
Based on the study’s findings, the following recommendations are proposed for
Flipkart’s growth and sustainability:-
1. Enhance Customer Support & Return Policies
Improve service standards and after-sales support to match or exceed Amazon’s
experience, especially in high-value product categories.

2. Invest in Quick & Hyperlocal Commerce

Develop Flipkart’s own quick commerce platform or partner with last-mile delivery
players to compete with Zepto, Blinkit, and JioMart.

3. Focus on Profit Optimization

Shift focus from aggressive discounting to sustainable pricing, bundled offers, and
personalized promotions to improve profit margins.

4. Leverage Tier 2 and 3 Dominance

Deepen engagement in smaller towns through vernacular content, regional campaigns,
and hyperlocal seller support.

5. Integrate with ONDC or Similar Networks

Consider partial integration with the Open Network for Digital Commerce (ONDC)
to stay compliant and reach broader seller ecosystems.

6. Enhance Data Privacy and Security Standards

transparent privacy policies, secure payment gateways, and better fraud protection tools.

📝 Conclusion
The study reveals that Flipkart remains a dominant force in Indian e-commerce, driven by its
affordability strategy, deep market penetration, and technological innovations post-Walmart
acquisition. However, increasing competition, regulatory scrutiny, and pressure on
profitability necessitate strategic realignments. To sustain and grow in this highly
competitive and dynamic market, Flipkart must shift towards customer experience
excellence, service diversification, and profitability-driven models while continuing to
innovate across digital, logistics, and marketplace platforms.

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 6. BIBLIOGRAPHY & REFERENCES
Websites and News Articles:-
8. Flipkart Official Website – www.flipkart.com
9. Walmart Inc. Newsroom – corporate.walmart.com
10. LiveMint (2024). Flipkart's Revenue Rises 18% in FY2023. Retrieved from
www.livemint.com
11. The Economic Times (2023). E-commerce War Intensifies: Amazon vs Flipkart vs JioMart.
Retrieved from www.economictimes.com
12. Business Standard (2023). Flipkart Eyes Expansion in Quick Commerce Segment.
Retrieved from www.business-standard.com
📚 Bibliography & References
1. Chopra, S., & Sinha, P. (2022). E-commerce in India: Challenges and Strategies.
International Journal of Business and Management Studies, 14(1), 45–58.
2. Gupta, R., & Sharma, M. (2020). Competitive Strategies of E-commerce Giants in India.
Journal of Retail Management, 11(3), 90–102.
4. KPMG India. (2021). E-commerce in India: The Future is Now. Retrieved from
www.kpmg.com/in
5. PwC India. (2022). Decoding Digital Consumers: How India Shops Online. Retrieved from
www.pwc.in
6. Bain & Company. (2023). How India Shops Online 2023. Retrieved from www.bain.com
7. EY India. (2022). E-commerce and Digital Transformation in Retail. Retrieved from
www.ey.com/in
13. DPIIT – Department for Promotion of Industry and Internal Trade. (2023). FDI Policy
Circular. Retrieved from www.dpiit.gov.in
14. Ministry of Commerce & Industry. (2022). E-commerce Guidelines and Consumer
Protection Rules.
15. ONDC (2023). India’s Digital Commerce Framework. Retrieved from www.ondc.org
16. Statista. (2023). Flipkart App Downloads & Indian E-commerce Statistics. Retrieved from
www.statista.com

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