Ecommerce major sharpens AI-led compliance, seller accountability and IP protection to strengthen platform credibility
Flipkart has further strengthened its marketplace governance framework as part of its ongoing efforts to enhance trust, accountability and platform integrity across its vast ecommerce ecosystem. The homegrown marketplace said the reinforced framework is designed to ensure fairness, authenticity and regulatory compliance at scale, while enabling genuine sellers to grow sustainably and customers to access safe, quality products.
The governance model combines AI-led risk detection, continuous monitoring and structured human oversight, supported by formalised compliance policies and audit-ready processes. These systems operate across millions of listings and more than 1.4 million sellers on the platform, applying consistent standards of enforcement and control.
At the core of Flipkart’s approach is a risk-based seller onboarding and monitoring system aimed at preventing fraudulent or non-compliant sellers from entering or operating on the platform. Beyond standard GSTIN and PAN verification, new sellers are vetted using device, address and pincode checks mapped against historic fraud patterns through internal data models. GST details are authenticated through two-factor verification, while fraud linkage analysis helps ensure that sellers with prior violations are unable to re-enter the marketplace.
Flipkart’s real-time monitoring architecture blends automation with human supervision to ensure transparency and accountability. AI-powered systems scan product listings for potential text and logo infringements, which are then manually validated before confirmed infringing items are delisted. The Marketplace Quality Control team reviews millions of listings every month to check compliance with applicable regulations. In parallel, the company conducts on-ground seller inspections, geo-tagged address verification and surprise audits where heightened risk indicators are identified.
To strengthen vigilance across the ecosystem, Flipkart has also rolled out an internal employee reporting programme that allows staff to flag suspected seller or consumer abuse, including fake listings, multi-account misuse, return fraud and promotional manipulation.
A key pillar of the framework is the institutionalisation of transparency and due process for sellers. At onboarding, sellers receive a detailed compliance snapshot, including the mandatory Seller Terms of Use. Ongoing awareness is driven through monthly compliance communication, webinars, pre-festive conclaves and theme-based outreach. Sellers are also given visibility into listing takedowns via dashboard reason codes and can contest actions by submitting proof of authorisation or purchase. Dedicated compliance, trust and safety, and marketplace risk teams oversee the framework, with structured reporting to senior leadership.
Flipkart said its governance systems are focused on early interception rather than reactive enforcement. Between October 2024 and October 2025, more than 10 million listings were actioned at the source for counterfeit or compliance violations, while 13,000 sellers were removed from the platform.
The company’s Brand Assure programme further strengthens intellectual property protection by enabling trademark owners to participate directly in structured enforcement workflows. As of December 2025, more than 11,000 brands have been onboarded under the programme, helping resolve thousands of infringement cases spanning brand name, copyright, design and logo violations. Flipkart said the initiative has led to a significant reduction in customer-reported counterfeit products for participating brands.
Commenting on the initiative, Sakait Chaudhary, Senior Vice President and Head of Marketplace at Flipkart, said, “Fostering a trusted and compliant marketplace is fundamental to Flipkart’s operations. We continuously invest in a strong compliance framework powered by tech-led risk detection and real-time monitoring. This proactive approach allows us to reduce friction for genuine seller partners while ensuring customers consistently receive safe, quality products from verified sources.”
Flipkart said its investment in marketplace governance is central to its long-term vision of building a resilient, transparent and responsibly governed digital commerce platform.
