Flipkart has nearly doubled its active seller base in 15 months. The Walmart-backed company credits its zero-commission model for the surge.

Business Standard reported on October 4 that the growth came from zero-commission selling, simpler onboarding and AI-led tools for pricing and catalogues.

Flipkart extended zero commission to all fashion products across every price point. Earlier, the waiver applied only to fashion items priced up to Rs 1,000. About 90,000 fashion sellers, including small firms and direct-to-consumer brands, now pay no commission on fashion sales.

The company says sellers can keep higher margins and reinvest in inventory and brands. AI-powered demand insights and catalogue tools help merchants respond faster to trends.

The timing is deliberate. Gen Z now makes up almost 50 per cent of Flipkart Fashion’s audience. Rivals are moving too: Meesho built its base on zero commission, while Amazon India has cut fees on lower-priced goods.

Seller economics has become the new battleground in Indian e-commerce.