“Agility is a key business differentiator when it comes to encouraging the India market to shop online. With Dell, we can add hundreds of virtual machines within a couple of minutes to meet a predicted increase in traffic volume, then automatically reduce the number to ensure we maintain our energy efficiency at all times.”
Established in 2007, Flipkart has millions of customers making purchases through its e-commerce. By offering a wide range of products at competitive prices, along with unparalleled customer service to India’s growing population of consumers shopping online, Flipkart has capitalized on its position as a market innovator to become the trusted e-commerce platform for India’s consumers and merchants. From its initial beginnings as an online bookseller, Flipkart sought a long-term technology partner who could help the company recognize the potential of online shopping within a country where increasing internet penetration was gradually shifting India’s consumers towards digital commerce. Sumeet Ghosh, — Head of Engineering, Operations, and Infrastructure at Flipkart — says, , “When Flipkart was launched, we needed to overcome a number of challenges relating to the availability of internet and infrastructure services in India. When we saw the potential to become an e-commerce marketplace, we realized we needed a technology partner who was extremely agile in their delivery and support.”
Partnership delivers confidence in new online market.
With the adoption rate of cloud-based platforms still in its infancy in India, Flipkart turned to Dell to provide the infrastructure to run its e-commerce business within a private Cloud. “We wanted a partner who had strong technical capabilities and deep insight into how the industry works. When Dell came to see us, we got excited about how the infrastructure could deliver our e-commerce plans. It was clear that with Dell’s support we could increase consumer confidence in online shopping in India,” says Ghosh.
Marketplace model thrives with high performance infrastructure.
From the warehouse and supply chain, right through to its payment processing platform, Flipkart’s private Cloud infrastructure powers the business and is built on Dell PowerEdge C-Series and R-Series servers. With Flipkart using an open source Linux operating system, the servers were built to Flipkart’s exact specifications through Dell Deployment Services Enterprise Configuration, which configured and then tested the hardware on the company’s operating system. Flipkart has a robust, high-performance e-commerce marketplace where consumers currently access 17 product categories across thousands of brands and sellers to compare prices, products, and service quality. With a highly responsive business model that benefits from fast-delivery times for equipment and quick expansion of its virtualized infrastructure, Flipkart remains focused on improving the user experience and attracting more customers to online shopping. Ghosh says, “We have always prioritized the satisfaction of our customer’s experience on the site. With the Dell infrastructure, we don’t worry about bottlenecks in performance and whether our applications will meet demands from heavy traffic. Instead, our business leaders can focus on bringing in as many customers as possible because we can guarantee a consistent level of service to our users.”
Leadership position secure within increasingly competitive online market.
With a goal of maintaining its leadership position, data storage is a critical concern for the Flipkart online marketplace. “We have a requirement to ensure we maintain our strong position as the e-commerce marketplace leader in India as the market grows increasingly competitive. Due to the customization that is possible and the unparalleled support we receive, we want to continue and build on our relationship with Dell,” says Ghosh.
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