Flipkart acquires Appiterate to strengthen mobile app presence

Indian e-commerce portal Flipkart said it has acquired Delhi-based mobile engagement and marketing automation company Appiterate for an undisclosed amount.

"Flipkart has been persistently looking to improve and expand its mobile app capabilities to cater to the shifting preferences on its user base," the company said in a statement.

After the completion of the acquisition, Appiterate's mobile marketing automation platform will be integrated into Flipkart's mobile app.

Talking over the acquisition, senior director of corporate development at Flipkart, Nishant Verman said: "In a short span of 1.5 years, Appiterate has carved out a niche in the industry as being one of the most disruptive companies in its space. We are confident that their innovative platform and tech team will bring deep mobile capabilities to the table which is a key focus area for Flipkart".

Appiterate started as an A/B testing product for native mobile apps which later on expanded into a full-fledged mobile marketing automation platform, based on huge market demand.

The company, in the past, has helped leading e-commerce companies combine the power of mobile apps and big data to allow them to do one-on-one targeting of their users though push notifications and in-app messages.