Flipkart, and other horizontal e-commerce firms like Amazon, keep adding more categories of products as a hook to get customers back on the portal. The idea is to be everything for everyone. However, smartphones make up for around 25 percent of gross merchandise value (GMV) for e-tailers including Flipkart, according to technology research firm Counterpoint Research. Fashion is another high contributor. Flipkart is now attempting to break dependence on these categories and is focusing on building up capabilities in primarily three categories.