E-commerce major Flipkart has nearly doubled its active marketplace sellers over the past 15 months, the company reported. The growth has been driven primarily by zero-commission initiatives in softlines and marketplace grocery segments.

Flipkart attributed the expansion to its zero-commission model, simplified onboarding and AI-led tools aimed at improving product selection, pricing and catalogues. The Walmart-backed marketplace has been pushing to bring more small sellers and MSMEs onto the platform.

The seller push comes as competition in Indian e-commerce intensifies, with rivals also cutting fees to attract merchants. A larger seller base typically means wider product choice and sharper pricing for shoppers during the festive season. Analysts say low-cost seller acquisition is now the key battleground as platforms race to win over kirana stores and regional brands before Diwali. Flipkart has also rolled out vernacular onboarding support and logistics subsidies for first-time sellers joining this year.