Flipkart has acquired a majority stake in Minivet AI, a young artificial intelligence startup, as the e-commerce major sharpens its focus on video-led and visual shopping. The deal marks another step in Flipkart’s push to use advanced technology to improve customer engagement and strengthen its platform ahead of a planned public listing.
While the company has not disclosed the deal value, it confirmed that definitive agreements have been signed to take control of the Bengaluru-based startup.
Minivet AI specialises in using generative AI to convert static product catalogues into engaging video content at scale. This technology allows online listings to move beyond images and text, making shopping more interactive and immersive for users.
By bringing Minivet AI into its ecosystem, Flipkart aims to speed up the adoption of video-based product discovery. This can help customers understand products better, improve browsing time, and increase conversion rates across categories.
E-commerce platforms are increasingly shifting towards visual-first experiences. Short videos, product demos, and interactive formats are becoming key tools to influence buying decisions, especially on mobile devices.
Video-led commerce also reduces dependence on traditional, high-cost video production. Minivet AI’s platform produces video content at a much lower cost by using model orchestration and performance optimisation, making it scalable across large product catalogues.
For Flipkart, this move supports its long-term strategy of combining technology with commerce to stand out in a highly competitive digital retail market.
Founded in 2024, Minivet AI provides a full-stack AI platform for online retail. Along with video generation, it offers conversational search and other AI-powered tools designed to improve how customers interact with e-commerce platforms.
The startup positions itself as an end-to-end AI partner for retailers looking to enhance user experience through generative AI solutions.
The acquisition strengthens Flipkart’s in-house technology capabilities and brings specialised AI talent into the group. Over time, these tools are expected to be rolled out across different parts of the Flipkart ecosystem.
As competition intensifies from both domestic and global players, AI-driven personalisation and immersive shopping experiences are becoming critical differentiators.
Read more: Flipkart Trends 2025: How Are Daily Veggies and Big-Ticket TVs Building its IPO Case?
Flipkart’s acquisition of Minivet AI highlights its growing focus on video shopping and generative AI as key growth drivers. By turning product listings into engaging videos at scale, the company is aiming to improve customer engagement while keeping costs under control.
For investors, the move signals Flipkart’s intent to build long-term technological advantages and strengthen its digital commerce platform ahead of future growth phases.
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Published on: Dec 22, 2025, 1:51 PM IST
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