Flipkart (A): Transitioning to a Marketplace Model

Das  Narayandas; Sunil  Gupta; Rachna  Tahilyani

Case | HBS Case Collection | November 2015 (Revised April 2018)

Flipkart (A): Transitioning to a Marketplace Model

by Das Narayandas, Sunil Gupta and Rachna Tahilyani

Abstract

Sachin Bansal and Binny Bansal, co-founders of India's largest e-commerce company, Flipkart, were reviewing the foregoing Facebook post, which had gone viral and received more than 20,000 likes. A third-party seller listed a pair of women's sandals on Flipkart's website at 799 Indian rupees (₹) and offered it on promotion at ₹399. However, upon close examination of the product's display photo, consumers noticed a ₹399 price tag printed on the strap. Consistent with stated goals of transparency and building trusted relationships with customers, the Bansals immediately drafted an apology and terminated the seller's agreement with Flipkart.

Keywords: marketplaces; online retail; e-commerce; Market Platforms; Online Technology; Corporate Disclosure; Ethics; Retail Industry; India;

Language: English

Format: Print

15 pages

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Citation:

Narayandas, Das, Sunil Gupta, and Rachna Tahilyani. "Flipkart (A): Transitioning to a Marketplace Model." Harvard Business School Case 516-017, November 2015. (Revised April 2018.)

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Flipkart (A): Transitioning to a Marketplace Model

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