Flipkart’s Binny Bansal plans to cross-sell in-house services and customer data to leading clients

Flipkart is adopting a new strategy to earn big bucks from its leading clients, which would include cross-selling its in-house services like commerce, supply chain and advertising services as well as customer data.

Co-founder and CEO Binny Bansal has come up with a plan to cross-sell these services to its top-selling merchants and deep-pocketed brands, while also monetizing Flipkart's registered customer base of 75 million.

The insights of this customer data will be sold to these merchants and brands who would then be able to understand the key requirements of these top-paying customers and target them accordingly.

"We are focussing on cross-selling," Bansal, who took over as CEO in January, said in an interview last week. There is a "lot of overlap. We have seen brands using our services from across the board. For example, Samsung is using our advertising platform, they sell on Flipkart, and, hopefully in the future, we will power their supply chain."

Samsung and LeEco, an established and an upcoming name in the mobile segment, have both spent big on marketing budgets on the e-commerce giant while launching their latest handsets.

"The focus (on the seller-side) is on large brands that have the deep pockets to pay and the intent to reach scale, collect data and better their product portfolio in an efficient manner," a person directly familar with Bansal's plan told ET on the condition of anonymity.

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