Flipkart has nearly doubled its active marketplace seller base over the past 15 months, the e-commerce major said. The growth has been driven by zero-commission initiatives in softlines and grocery segments.

Lowering commissions has helped small sellers come online. Categories like fashion, home goods and grocery have seen the strongest seller additions as Flipkart pushes deeper into smaller towns.

The expansion comes ahead of the festive season, when online sales peak in India. Flipkart’s Big Billion Days sale is expected to see heavy participation from the new sellers.

India’s e-commerce market remains fiercely competitive. By growing its seller base, Flipkart aims to widen its product selection and take on rivals in value shopping, where price-sensitive buyers dominate.

The zero-commission push has also helped artisans and regional brands reach a national audience. With the festive quarter now underway, the larger seller base could translate into sharper deals and wider choice for shoppers.