Flipkart acquires Appiterate a Mobile engagement and Marketing Company. This is in a move to ensure better performance by its mobile-only ambitions. The Delhi-based company’s expertise is in targeting and engaging consumers on smartphones, ETTech reports.

Flipkart acquires Appiterate a Mobile engagement and Marketing Company

Appiterate is a Mobiel Engagement and Marketing Company that helps e-commerce companies target consumers better through push notifications and in-app messages. With Flipkart planning to go mobile-only within the year, the company’s intentions to buy the firm are quite clear.

Following the announcement that Myntra will shut down its website on May 1, Flipkart’s VP Michael Adnani was quoted as saying that the e-commerce firm too will shift to an app-only model within a year. He further said how traffic from mobile had grown nearly 10 times, from the six percent it contributed a year back.

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Post the acquisition, Appiterate’s team will join Flipkart, and the company’s technology will be integrated into the Flipkart’s mobile app. “Their innovative platform and tech team will bring deep mobile capabilities to the table which is a key focus area for Flipkart,” Nishant Verman, Senior Director, Corporate Development-Flipkart said.

Neither of the companies have revealed the financial details of the deal.

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Source: BGR India