By the summer of 2015, Flipkart Online Services Pvt. Ltd. of Bangalore, India, had become a significant player in the Indian e-commerce business. The business began its on-line operations with an inventory model, focusing on novels, but expanded to a marketplace version with pictures, music and mobile phones. Its fashion retail portal Myntra, purchased in 2014, closed its site operations on May 1, 2015, and moved to an app- only platform to make the most of the increasing use of smartphones by the Indian population for purchases and Internet searches.
Though it experienced some initial losses, the parent company announced in July that it would even be moving to an app-only platform in September, becoming the first e-commerce business on the planet to embrace this strategy on this type of scale. Will this progressive move become a game changer for the industry or is it a step taken into a future trend and lead to further success? Reema Khurana is affiliated with Institute of Management Technology.
PUBLICATION DATE: November 24, 2015 PRODUCT #: W15528-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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