Recognizing that online shopping initially presented barriers for many in India—such as trust in payments, access to credit, and service reliability—Flipkart developed solutions tailored for the Indian market. Building for India required a unique approach, not a global playbook. This meant creating innovations like Cash on Delivery, which built a crucial bridge of trust, and No Cost EMI, which made aspirations more affordable.

These innovations fundamentally transformed the e-commerce landscape. Today, nearly 60% of our customers come from Tier 2 and Tier 3+ towns, a testament to this deep market penetration. By making our platform available in 11 Indian languages and focusing relentlessly on accessibility, Flipkart has helped extend the digital commerce revolution from the big cities to every pin code, making the dream of choice a reality for all.