Flipkart introduces a novel 'Pay Later' ad model, reducing financial risk for sellers in their advertising investments
Flipkart Unveils Advertise Now, Pay Later Strategy for Big Billion Days 2025
In a significant move to boost participation and investment in advertising during its annual Big Billion Days sale, Flipkart has announced the Advertise Now, Pay Later (ANPL) strategy. This innovative approach, unveiled by Flipkart's CEO, Vijay Iyer, aims to remove upfront advertising costs and risks for sellers, making advertising simpler, smarter, and more impactful.
The ANPL strategy is designed to democratize access to advertising, particularly during the key festive sale period of Big Billion Days. By adopting a pay-later model, Flipkart addresses seller concerns over upfront ad spends and uncertain returns, with over 20,000 sellers already onboarded and more expected to follow.
Iyer emphasized that Flipkart's focus is not on competing with other platforms but on nurturing its own ecosystem of sellers and brands through innovation driven by real seller feedback. The strategy is part of Flipkart’s broader vision to enhance simplification, visibility, and ease of access in its advertising products, aiming to solve major pain points for sellers rather than just incremental fixes.
Flipkart Ads, the company's advertising division, will continue to develop products with continuous seller feedback, even if uncomfortable, as key drivers for next-generation offerings. This approach positions ANPL as a risk-mitigating, seller-friendly advertising offering during the high-stakes Big Billion Days sale, enabling sellers to advertise with confidence without upfront financial pressure.
The advertisement for the ANPL strategy was published on the Flipkart website and can also be found on Flipkart's social media platforms, including Telegram and Facebook. The advertisement, labeled as "Advertise Now," features Vijay Iyer and is subject to the Prohibited Content Policy.
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[1] Source: Flipkart Press Release, July 18, 2025, 03:59 PM IST.
- Flipkart's Advertise Now, Pay Later (ANPL) strategy, unveiled for Big Billion Days 2025, is a significant move in the media landscape, addressing business concerns by removing upfront advertising costs and risks for sellers.
- In an effort to democratize access to advertising, especially during the festive sale period, Flipkart's CEO, Vijay Iyer, has emphasized the company's focus on innovation and simplifying the advertising process, aligning with industry trends in business and technology.
- For those seeking industry insights, Flipkart offers a Newsletter that provides the latest news, analysis, and connects professionals, serving as a vital resource in the ever-evolving e-commerce industry.
