Flipkart has acquired Delhi-based mobile engagement and marketing automation company, Appiterate, in its initiative of being a mobile-first platform.
In its statement, Flipkart acknowledged that, Appiterate is known for helping the leading eCommerce companies combine the power of mobile apps and big data to allow them to do one-one-one targeting of their users through push notifications and in-app messages.
"In a short span of one-and-a-half years, Appiterate has carved out a niche in the industry as being one of the most disruptive companies in its space. We are really excited to have them on board," said Nishant Verman, Senior Director for Corporate Development, Flipkart.
Soon after the modalities of acquisition, Appiterate's mobile marketing automation platform will be integrated into Flipkart's mobile app which will help Flipkart in targeting users based on their activity on the app and website.
In the view of building the mobile ecosystem in India, Flipkart is further planning to invest in and acquire other companies in this domain and help. Similarly, Snapdeal is planning to make up to 10 more investments this fiscal year after its acquisition of Freecharge and is rapidly stocking up on ammunition to take on Flipkart and Amazon in India's $3-billion eCommerce industry.