Walmart-owned Indian e-commerce marketplace Flipkart has announced the introduction of its new insights platform, Flipkart IRIS.  

The platform, an acronym for Insights and Research Intelligence System, represents an enhancement in delivering comprehensive intelligence on customer behaviour to brands.  

Flipkart IRIS is engineered to provide brands with actionable insights specific to their performance on the platform, promoting growth and enabling informed decision-making. 

The launch of Flipkart IRIS marks a considerable step forward in functionality and usability for brands, offering a deeper understanding of how Indian consumers interact with products.  

The platform serves as a strategic tool, delivering detailed reports that aid in performance improvement, and offers exclusive reports that help brands recognise the high-value actions of consumers for their products on the platform. 

Brands can leverage these reports at all stages of their growth to understand consumer behaviour and market trends, leading to improved conversion rates and sales. With Flipkart’s extensive reach across different city tiers and socio-economic backgrounds, these insights can also enhance brand performance in offline channels. 

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Flipkart IRIS is particularly beneficial for homegrown direct-to-consumer and new-age brands, offering them the ability to discover new growth opportunities.  

Established brands can also benefit from the business intelligence and data provided by the platform to explore their sales funnels, identify growth opportunities, measure performance and maintain competitiveness.

Flipkart Ads vice-president Sandeep Karwa said: “Flipkart IRIS represents a significant advancement in empowering brands to bolster their businesses and succeed on Flipkart. With Flipkart IRIS, we aim to provide brands with actionable insights about their business performance on Flipkart.  

“By empowering brands to make strategic decisions backed by rich data, the platform is poised to unlock unprecedented growth opportunities for brands on the platform.” 

In April 2024 Flipkart inaugurated a new grocery fulfilment centre in Hubli, its third in the Indian state of Karnataka.