Every Indian citizen is aware of the e-commerce site called Flipkart. It's a company that grew tremendously over time, worked its way to the top, and got attention from big names like Walmart. Furthermore, It was a bid of the giant Walmart for 16 billion dollars. In India, the second-largest e-commerce platform currently is Flipkart which has made profits around billions.
Flipkart e-Commerce Company was first idealized by Sachin and Binny Bansal in 2007. Both brothers used to work in Amazon as executives. The Bansal brothers were able to successfully design a Business Model based on their experience and expertise. Their business scheme stood promising that led to the initial funding process from external sources.
Initially, the Bansal brothers invested in a total of $5,600 towards developing an ideal online book store website. 2 years after the initial launch, the Flipkart platform stood potential enough to raise $1M from Accel India. They later formed alliances with Tiger Global, raising in a total of $10M in 2010 and $20M in 2011.
Flipkart had also reported that they have completed the 4thround of the funding phase from MIH, a subdivision of Naspers Group and ICONIQ Capital. These funding were harvested for the very reason to further explore new business opportunities and venture to new business endeavors that would further improve and grow Flipkart as a company.
What is Flipkart exactly?
Flipkart follows a clear Business-to-Consumer model or more commonly known as a B2C model. It works as a marketplace which means that it a middle platform that connects all interested sellers to various customers and assists in making the sale. With over 80 categories, Flipkart has sellers for all items, ranging from groceries, toiletries, clothes, books, shoes, furniture, electronics, etc.
It’s Big Billion Day Sale is like a festival in the country, it offers the best deals for the best products at the best time.
Flipkart is becoming more of an omnichannel platform. It launched its FinTech app called PhonePe then recently launched FurniSure for a real-life customer touch-feel experience. Then again, there is news of it starting its food retail business called FarmerMart soon.
Flipkart's Revenue Generation
Considering the revenue generated by Flipkart even after facing a loss of INR 46,895 Cr, one has to understand the sources of income for the company. The most obvious source of income is via the sellers it enlists on its platform. It charges a varying and minimal commission along with a convenience fee from sellers as per their sales or revenue or an established deal.
Secondly, Flipkart has its own company called E-kart that provides logistics and delivery services to the sellers on the platform. Hence it once again charges a minimum fee for its services.
Thirdly, when you open the website or the mobile app, there are various advertisements visible. Flipkart lends space for them and hence generates revenue from external sources.
Analysis of the Business Model
It has an interesting B2C model which includes Customer Relation Management, Supply chain, and Advertisements
How Does Flipkart exactly function?
Flipkart is an online business platform, B2C shopping Portal, which provides shopping opportunities to the Indian consumers. It allows the vendors to sell their ready-to-sell products by giving appealing discounts or sales to its consumers who wish to buy them. The buyers choose the products they like to buy and are hence shipped to them. The sellers get an agreed price after deducting the Flipkart’s commission for their services provided to these sellers.
The various options for selling and buying through Flipkart are through
- Flipkart website
- The web app
- Social websites
- Advertised or affiliated networks like review websites, coupon websites, bloggers, etc.
The percentage commission charged by Flipkart varies from the type of products and its sales. It ranges from 5% to 20% excluding taxes and discounts. This was the basic idea from which Flipkart earned its online place.
Flipkart’s other sources of Revenue
Flipkart generates revenue not just by selling products but has various revenue channels including:
Providing a platform to the sellers, Flipkart charges a commission for all the services given to them proving to be the basic source of revenue.
Listing and convenience fee
This is another method of revenue, it charges some amount of listing fee to the sellers and convenience fee to the buyers for fastened delivery. The convenience fee also includes the gift wrapping charges, billings that add up to the total revenue of the company.
This is revenue collected from the sellers for shipping their products. It provides services to its sellers which are similar to other courier companies. The charges of delivery services vary from place to place and the distance required to be covered.
Flipkart sells ads to the sellers or brands as well as various products such as co-advertising, co-branding, etc.
Co-branded opportunities on the Flipkart’s homepage
The slider of the Flipkart’s homepage introduces a chance for advancement to the sellers, product launches, and various brands to show up on their page which gets thousands of view.
Co-advertised products towards publications
The ads that are shared by the newspapers and magazines’ front pages and allow the brands to advertise themselves. Suppose a new phone has been launched in the market. Flipkart gets the ad on the front page of the newspaper and the cost is shared with the brand that has to advertise the product.
Target search results
This works like when someone searches for a product, Flipkart decides which sellers’ products are to be shown on the top. This is the space that will be solved by Flipkart shortly.
Myntra is a website owned by Flipkart which is another online fashion portal that boosts up the overall fashion category of Flipkart. Myntra earns a huge amount of sales on its fashion products and has been measured to be higher than the fashion sales of Flipkart. The revenues earned by the website Myntra are accounted for the total earnings of Flipkart.
Flipkart is focusing on bringing back local brands to its platform to improve the user buying experience of its base. On one hand, though it lost an able CTO in Punit Soni for whatever reasons, it is a sort of blessing in disguise to them because that reduces costs and at the same time bringing back old employees will strengthen their core business.