MUMBAI: Yahoo and Flipkart have announced a partnership to host a gateway to the Flipkart.com marketplace directly on the Yahoo India homepage. Users can now get easy access to the Flipkart shopping site while simultaneously consuming news and content of their choice on the Yahoo network.

Commenting on the partnership, Yahoo India managing director Gurmit Singh said, “Online shopping is seeing increasing adoption with users in India. People are spending a significant time on the Internet searching for products and deals. Flipkart is a market leader in Indian e-commerce, with a huge marketplace and an exciting range of products.  With easy access to Flipkart directly from the Yahoo homepage, we believe that the millions of users who visit the Yahoo network daily will now enjoy not only premium content, but also an exciting shopping experience.”

Added online marketing senior director Mausam Bhatt, “At Flipkart we are always looking for innovative ways of engaging the customer. Flipkart and Yahoo are both market leaders in their own space – and in a market where people are increasingly consuming content on digital platforms, a partnership like this helps bridge content and commerce to enhance the product discovery and purchase cycle for online shoppers.”