Flipkart: Transitioning to a Marketplace Model, Teaching Note

  • Reference: HBS-516095-E

  • Number of pages: 14

  • Geographic Setting: India

  • Publication Date: Apr 13, 2016

  • Source: HBSP (USA)

  • Type of Document: Teaching Note

  • Industry Setting: E-commerce;Online retail;Retail trade

Grouped product items
Format Language Reference Use Qty Price
pdf English HBS-516095-E
As low as €0.00

You already have a subscription

To order please contact the person in charge of academic purchases in your university.
You'll be able to order once your profile has been validated.
Only available for professors
Only available for professors


Teaching note for case 516017. In 2015, Sachin and Binny Bansal, co-founders of India's largest e-tailer, Flipkart, announced that the company would switch to a marketplace model and move its logistics arm into a separate company. At the time of the announcement, Snapdeal already claimed to be India's largest marketplace, and Amazon and other deep-pocket traditional retail giants like Reliance, Future Group, and Tata left no stone unturned to capture market share. Was Flipkart too late in switching to a marketplace model? Was such a move even desirable? Would it threaten Flipkart's competitive advantage of superior customer service?


Information systems Market entry Platforms Retail Technology Web-based technologies