Flipkart Acquires Majority Stake in Minivet AI for E-commerce Tech

Flipkart has completed a Flipkart acquisition of a majority stake in Minivet AI, reinforcing its focus on e-commerce technology deployment across its platform. The move strengthens Flipkart’s push to integrate generative AI in e-commerce to enhance customer experience and merchant operations. Financial terms of the deal were not disclosed.

Founded in 2024, Minivet AI develops technology solutions tailored for online retail platforms. Its products address the growing need for scalable content creation, enabling sellers to move beyond static catalogues. The company specialises in AI-powered product videos, helping merchants improve visual merchandising across large inventories.

Flipkart said the acquisition would allow deeper integration of Minivet AI’s tools within its marketplace, supporting sellers with advanced seller technology tools aimed at improving product discovery and customer engagement. The adoption of video-led commerce has become increasingly important as Indian shoppers rely more on visual formats when making purchase decisions.

Minivet AI’s systems use machine learning solutions to transform structured product data into short-form video content, significantly reducing production time and cost. This capability supports consistent content delivery at scale, a key requirement for marketplaces operating across diverse product categories.

In addition to video creation, Minivet AI is developing capabilities in semantic search and conversational commerce, which can improve how users navigate and interact with digital storefronts. These features align with Flipkart’s ongoing investments in search, recommendation engines, and interface design.

The deal comes amid intensifying competition in the Indian e-commerce market, where platforms are investing heavily in proprietary technology to differentiate on experience and efficiency. The Flipkart acquisition of Minivet AI signals a strategic focus on building internal capabilities rather than depending solely on third-party vendors.

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With Minivet AI joining its ecosystem, Flipkart aims to strengthen its technology stack and help sellers adapt to evolving formats of digital retail.