Flipkart Acquires Delhi Based Mobile Engagement & Marketing Automation Platform Appiterate

In a move that will strengthen its mobile technology presence, India’s leading online marketplace, Flipkart has acquired mobile engagement and marketing automation platform for native mobile apps Appiterate, for an undisclosed amount.

Appiterate allows app publishers to carry out targeted in-app messaging and push campaigns, segment their users behaviorally, A/B test and iteratively optimize their designs/UX and see real time conversion metrics with its insightful analytics. It helps customers to improve their in app purchases, mobile engagement and conversion metrics.

Founded in 2013 by Anuj Bhargava, Mayank Kumar, Tanuj Mendiratta and Varun Sharma, the company, in the past, has helped leading ecommerce firms combine the power of mobile apps and big data to allow them to do one-on-one targeting of their users through push notifications and in-app messages.

Speaking on this development, Nishant Verman, Senior Director, Corporate Development at Flipkart said, “In a short span of 1.5 years, Appiterate has carved out a niche in the industry as being one of the most disruptive companies in its space. We are confident that their innovative platform and tech team will bring deep mobile capabilities to the table, which is a key focus area for Flipkart.”

As per the deal terms, post the acquisition, Appiterate’s mobile marketing automation platform will be integrated into Flipkart’s mobile app.

“Flipkart has a strong focus on its mobile app for driving growth and that’s where our expertise lies. What we liked about Flipkart was the scale of their reach and their brand image among the Indian consumers. As the next phase of our journey, we are excited to join the Flipkart team and contribute to their mobile growth story,“ said Tanuj Mendiratta, Co-founder and CEO, Appiterate.

Recently, Flipkart has also disclosed its plans to shut the desktop version of its website within a year. It should be noted that it has already closed its mobile website, and now it directs the consumers to install the app and shop when they open Flipkart website through mobile. As reported, Flipkart’s sale accounts to 70% of the total traffic through mobile.