Though Flipkart launched in 2007, it was only in 2013 that e-commerce really took off in India. That was the year Amazon entered India through a marketplace model, and Flipkart too launched its own marketplace model.
Their 2013 launch of the marketplace model turned the two of them into “platforms”, enabling hundreds and thousands of brands and sellers to sell their products to their millions of customers.
From selling smartphones, books, and apparel to customers, the two of them now started offering warehouses, packaging, and logistics to sellers. The great Indian e-commerce gold rush had begun and the two biggest online retailers were now in the business of selling pickaxes too.