Flipkart acquires mobile marketing firm Appiterate

Post acquisition, Appiterate's mobile marketing automation platform will be integrated into Flipkart's mobile app

E-commerce major Flipkart has acquired Appiterate, a Delhi-based mobile engagement and marketing automation company. This is in line with Flipkart's strategy of mobile-first. Appiterate has helped leading e-commerce companies combine the strengths 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.

Big data are extremely large data sets that may be analysed computationally to reveal patterns, trends, and associations.

After the acquisition, Appiterate’s mobile marketing automation platform will be integrated into Flipkart’s mobile app. This will help in targeting users based on their activity on the app and the website.

Appiterate has raised money from institutional investors such as SAIF Partners and reputed angel investors such as Greg Badros (ex-vice-president of products and engineering at Facebook) and Prashant Malik (co-creator of Apache Cassandra).

Nishant Verman, senior director, corporate development, Flipkart, said, “In 1.5 years, Appiterate has carved a niche as one of the most-disruptive companies in its space. Their platform and tech team will bring deep mobile capabilities to the table.”

Flipkart, much like other rivals, has been focusing on mobile apps to drive sales. Myntra, which was acquired by Flipkart, is also reportedly shutting its PC websites soon.