Channelplay Case Study

Seller Satisfaction Surveys for An E-Commerce Marketplace

Flipkart, one of the major players in Indian E-commerce market, wanted to understand the experience of its sellers on a grass-root level by conducting a competition benchmarking.The evaluation parameters involved:

  • Marketplace portal & Its features
  • Marketplace seller support
  • Cost of doing business
  • Communication & training from marketplace
  • Seller satisfaction & their recommendation
  • NPS across different tiers of sellers

The whole project was divided into two phases of tele-surveys along with a round of in-depth interviews to capture qualitative as well as quantitative feedback.


  • A multi-lingual calling team was setup to cater to seller’s comfort of sharing their experience while communicating in their local dialect.
  • An adequate proportion of sellers basis turnover tiers & categories were surveyed to capture balanced & diverse results.
  • A process to take appointments for face-to-face in-depth & telephonic interviews was followed.
  • The results of telephonic surveys were utilised to create a cohesive in-depth interview questionnaire.


The findings of the research generated the following insights for the client:

  • Sellers profiling based on nature of business, turnover, marketplace preferred vs regular seller, etc.
  • Category & marketplace exposure
  • Revenue across different marketplace with respect to turnover tiers and category
  • Sellers satisfaction about marketplace portal, services and support they offer
  • Service satisfaction difference between FBA (Fulfilled by Amazon) & FA (Flipkart Assured)
  • NPS across categories and relevant action points for improvement

Topics: Market Research