Flipkart Fashion is India’s leading e-commerce fashion destination, aiming to democratize style for millions. The platform focuses on scale, personalization, and seamless transactional experiences across diverse regional markets.

Our research focused on strategically scaling our operations to bring the benefits of online shopping to an additional 200 million customers, aiming to become the leading destination for fashion shoppers.

India’s internet penetration surged from 14% in 2014 to 52% in 2024, creating immense opportunity for growth. By rethinking merchandising and navigation, we scaled strategically to reach 200 million customers and lead fashion e-commerce.

Re-thinking Search, Browse & Catalog UX centered on scaling discovery experiences, simplifying navigation, and refining catalog design to unlock fashion accessibility for new customers, reinforcing our leadership in online shopping.