CASE STUDY ON FLIPKART.

COM
BYNIKHIL TRIPATHI(12MCMB10)

TARUN MEHROTRA(12MCMB11) SUDHIR KUMAR PANDEY(12MCMB14) (M.TECH IT)

INTRODUCTION
Flipkart is an Indian e-commerce company founded by SACHIN BANSAL and BINNY BANSAL in October !""#$ Initially t%ey focused only on online sales of books but later e&panded to ot%er products$ 'oday as per Ale&a traffic rankin( Flipkart is amon( top !" Indian )ebsites and %as been credited )it% bein( India*s lar(est online book seller )it% o+er ,, million titles on offer$

FUNDING
Initially self-funded )it% -s$ ."" """$ Later raised t)o round of fundin( from Accel India and 'i(er /lobal 0ana(ement$

EXPANSION OF FLIPKART
2010- branc%ed out to sellin( C1s 121s mobile p%ones and accessories cameras computers computer accessories and perip%erals 2011- pens 3 stationery ot%er electronic items suc% as %ome appliances kitc%en appliances personal care (ad(ets %ealt% care products etc$ 2012 - added A$C air coolers sc%ool supplies office supplies art supplies 3 life style products$

Considered sometimes as ama4on of India

LATEST LAUNCHES BY FLIPKART

FLYTE- A digital musi

st!"# 5 Fli$%a"t&s o)n di(ital music

do)nloads store Fl't# no) li+e an i'unes of India for music$ Flipkart no) %old t%e la"g#st !ll# ti!( !) musi spread across +arious (enres includin( mo+ie son(s Film6OS' de+otional and spiritual Hindustani Carnatic 7op -ock Indipop and ot%ers Indian lan(ua(es$ -ecently only Flipkart %ad a *ui"#d +im#,-. a 0umbai-based di(ital content platform company )%ic% mana(es music streamin( for popular Indian labels like Sare(ama 8ni+ersal 0usic and Inreco and also deli+ers music content to publis%ers like /aana 0yusic and i0usti$

Flyte pro+ides 1-0 91i(ital -i(%ts 0ana(ement: free 07; files at prices startin( from -s < a son( and -s != for an album$ 8sers can listen to a ;"-second clip before makin( t%eir purc%ase$ 0usic purc%ase from Flyte is currently restricted to users in India only$

Fl't#-A( !(li(# #-/!!% st!"#0 Flipkart$com>s di(ital store Flyte %as

forayed into t%e eBooks cate(ory$ 'o read t%ese eBooks one needs to do)nload t%e Flyte eBooks app$ At present t%is app is a+ailable only on t%e Android platform but )ill be makin( its )ay soon to ?indo)s @$ It is not clear by )%en can one e&pect t%is app to be rolled out on ot%er platforms suc% as iOS and BlackBerry$

'%e Flyte eBooks store currently %as ,"" """ books startin( from -s$ ;"$ '%ere are also about . """ free titles a+ailable to encoura(e Indian readers$

AFFILIATE P"!g"am0 '%e Flipkart affiliate pro(ram is a (reat )ay for

you to earn commissions by placin( product banners or links on your )ebsite to refer users to t%e Flipkart$com )ebsite$ You can earn up to <A e+ery time a user clicks on t%e banner6link and makes a purc%ase on our site$ Flipkart$com pays commission to affiliates dependin( on cate(ory of product sold +ia t%eir )ebsite '%e referral rates are stated belo)5

Books 5<A 0obiles 3 Accessories 5 ,A Computers 5 "$=A Cameras 5 !A 1i(ital 5,"A /ames 3 Consoles 5 ,A 0o+ies 3 '2 S%o)s 5 .A 0usic 5 .A Audio 3 07; 7layers 5 ,A 7ersonal 3 Healt% Care 5 ,A Home 3 Bitc%en 5 ,A '2 3 2ideo 5 "$=A 7ens 3 1iaries 5 .A ?atc%es 5 @A Leat%er 3 'ra+el Accessories 5 @A Healt% 3 Beauty 5 .A 'oys 5 .A Baby Care 5 .A

TECHNOLOGY BEING USED

Cli#(t-sid# P"!g"ammi(g La(guag#

1A2ASCRIPT0 Ca+aScript is a li(%t)ei(%t obDect-oriented crossplatform scriptin( lan(ua(e mainly used )it%in )eb pa(es$ As a result t%eir /8I is Euite li(%t efficient and effecti+e$ Some of t%e processin( is done on t%e client-side only )%ic% reduces t%e upload and do)nload band)idt% and ser+er resources as )ell$

+a"%u$ La(guag#

XHT+L St"i t 34.0 Strict +ersion of FH'0L$

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- C!m$ati/ilit'0 Because FH'0L documents are )ritten in compliance

)it% t%e rules of F0L F0L-processin( pro(rammes can effortlessly con+ert an FH'0L file to anot%er format 9e$($ 71F -SS or -'F:$

- Sustai(a/ilit'0 ?eb applications tend to)ards F0L$ 8sin( FH'0L

no) instead of H'0L makes any future con+ersion of t%e )ebsite easier$

C6a"a t#" E( !di(g

UTF-70 8'F-@ 9@-bit 8nicode 'ransformation Format: is a +ariable-len(t%

c%aracter encodin( for 8nicode )%ic% is back)ards compatible )it% ASCII$

Ad5a(tag#s0
- t%ere is no ad+anta(e to use utf-@ c%arset but for some lan(ua(es like /reek Armenian Arabic and farsi you %a+e to use utf-@ c%arset because e+ery c%aracter in t%ese lan(ua(es use ! byte for store in database and utf-@ is standard c%arset for multibytes lan(ua(es$

Sit# El#m#(ts

G8i$ C!m$"#ssi!(0 /4ip 9/N8 4ip: is a file compression al(orit%m$ - D# "#as# Ba(d9idt6 Usag# : I( "#as# Pag# 2i#9s G ?%en you enable /4ip on your )eb pa(es t%e compressed files )ill decrease t%e a+era(e pa(e load si4e t%erefore decreasin( band)idt% usa(e$ '%is makes it muc% more con+enient for +ie)ers to access and na+i(ate t%rou(% your )ebsite )it% faster loadin( pa(es as )ell as makin( t%e usa(e of your )eb ser+er resources more efficient$

Ad5a(tag#s0

-I( "#as# S#a" 6 E(gi(# I(d#;i(g

G Hnablin( /4ip compression

allo)s )eb spiders to cra)l your )eb pa(es faster )%ic% means t%e faster t%ey cra)l t%rou(% your )ebsite t%e more pa(es per day t%ey can inde&$

IP5-0 '%e Internet 7rotocol +ersion < 9I7+<: pro+ides amon(st ot%ers a
+astly lar(er address space t%an t%e precedin( +ersion .$ ?e consider a )ebsite to support I7+< if a ,!@-bit addresses is assi(ned to it re(ardless of t%e content deli+ered at t%at address$

-Accordin( to )ebstatsdomain$com IIp+<$flipkart$com is ranked !#= in t%e )orld 9amon( t%e ;" million domains: a lo) rank means t%at t%is )ebsite (ets lots of +isitors$ -'%is site is relati+ely popular amon( users in t%e India$ -It (ets J<$<A from India$ - Ip+<$flipkart$com %as #=A seo score$

SSL C#"ti)i at# Aut6!"it'

E(t"ust0 Hntrust is an I' security ser+ice pro+ider also operatin( as SSL
certificate aut%ority$
R#gist"a"0 /o1addy is t%e re(istrar for t%e domain name %ttp566flipkart$com

<#/ S#"5#"

Ngi(; 34=4=0 N(in& 9pronounced as Ien(ine FI: is a li(%t)ei(%t open

source )eb ser+er de+eloped by I(or Sysoe+$

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- N(in& 9pronounced Ken(ine &L: is a %i(% performance )eb ser+er cac%in( pro&y and a Layer # load balancin( solution$ 0illions of )eb sites on t%e Internet benefit from usin( N(in& because of its e&treme performance scalability reliability fle&ibility and security$ -emo+es t%e

problem of C,"k because it uses e+ent-dri+en 9async%ronous: arc%itecture rat%er t%an usin( t%reads for ser+in( t%e clients concurrently$

S!m# d#tails a/!ut t6# d!mai(

SO+E SCREENSHOTS FOR FLIPKART4CO+

D#tails !) t6# SSL #"ti)i at# !) )li$%a"t4 !m

D#tails a/!ut = 9#/ s#"5#"s

D#tails a/!ut DNS s#"5#"s a(d IP5- Add"#ss>/#l!9?

STRATEGIES
Internet )eb strate(y- Flipkart is usin( /oo(le A1 blo(s social net)orkin( suc% as FB and t)itter youtube for its e&pansion$ Social media used as feedback mec%anism$

Flipkart*s fans on Facebook - , ,,! .;,$ On ')itter-!!="" follo)ers

<AREHOUSE LOCATIONS
Flipkart is %a+in( its )are%ouses in t%e cities5 Ban(alore C%ennai 1el%i Hyderabad 0umbai Noida Bolkata Coimbatore B%i)andi$ 0oreo+er Flipkart deli+ers products to J= cities )%ic% includes !="" pincodes across India$

HIRING
Hirin( or rat%er ri(%t %irin( is one of t%e critical factors contributin( to a startup*s success So some of t%e key criteria t%at t%e Flipkart team looks at )%ile %irin( are 5

'%ey typically don*t look at specialists to come on board rat%er t6#' l!!% !ut )!" g#(#"alists 9it6 t6# attitud# t! l#a"( a(d ada$t to t%e fast pace of (ro)t%$ H+eryone in t%e team on a collecti+e and indi+idual le+el needs to %a+e a 6ig6 s#(s# !) !9(#"s6i$$ '%is is somet%in( )%ic% clearly differentiates a %i(% performin( or(ani4ation from t%e ot%ers$ Hi"i(g $"! #ss is t6# /#st /"a(d am$aig( G 'ransparency in %irin( is one of t%e best )ays to attract t%e ri(%t kind of talent$

0aDority of flipkart are employed in customer support di+ison$

FLIPKART SUCCESS +ANTRA

/reat Customer Ser+ice$ Hasy to use )ebsite %assle free payment system$ Cas% on deli+ery- Almost <"A of sales$ CO1 created trust in minds of Indian Customer )%o )ere al)ays )eary of makin( payment online$ Focussed on user e&pierence-Only pro+ide rele+ant information$ H0I option$ ;" days replacement policy$ Only CS1 %a+in( !.M# customer support functionin( $ 7repaid )allet feature- Allo) s%opers to store money onsite and use it to purc%ase item )it%out %a+in( to reac% for t%eir credit card cas% for eac% transaction$ Best /8I for di(ital products- pro+ides comparison met%ods amon( t%e products )%ic% most of t%e sites are lackin($

THREATS
No maDor t%reats till no)$ C%allen(e- Hntry of Ama4on$com in India$

CO+PARISON

Some e-commerce sites like Homes%op,@ pro+ide free S%ippin( across all products on its )ebsite )%ile flipkart pro+ide free s%ippin( on t%e products %a+in( costs more t%an ;""6-$ '%ere are some commercial )ebsites like indiapla4a landmark bookadda and infibeam t%at sells t%eir books at lo)er price t%an t%at of flipkart$

RECO++ENDATIONS
'%ere are some of t%e points rea(ardin( t%e impro+ements in t%e ser+ices and products of FLI7BA-'$'%ey are as follo)s5

You can start up city based library ser+ices )%erein you deli+er us t%e books for a particular period of time$ You can create packa(es of products for a (roup of people preferably for a (roup of colle(e students or a (roup of people lea+in( in t%e same locality $$$t%at could (i+e you fi&ed deli+ery stations$

You can look to)ards becomin( a direct interface bet)een t)o customers )%o )ant to e&c%an(e !nd %and products

'%ere is no customer loyalty yet$ I (o for t%e (uys )%o (i+e me t%e lo)est price for t%e same product$ Since I kno) t%e ser+ice le+els at all t%ese are comparable it comes do)n to cost$ '%at is a %ard one to fi(%t as a business$ It s%ould pro+ide ser+ices at international le+els$

Claimin( of +endors +ia a certificate t%at a particular product %as been (i+en to Flipkart for its sellin($ 1omain of t%e product deli+ery s%ould be reac%able to remote areas$ Less information on foot)ear and clot%in( products at t%e first look$ For e$($

>Pl#as# s## t6# s "##(s6!t /#l!9?

In t%e abo+e e&ample users can*t find t%e +arious si4es of t%e s%oes )%ic% are a+ailable$ '%ey (et t%is information only )%en t%ey open t%e detailed information about t%e product$ '%is results in a little )aste of time )%ile surfin( for t%e appropriate products$