Utilize the input text as a context reference, choose the right relationship between Flipkart and e-commerce from the options. Options: product/material produced, manufacturer, distributed by, industry, position held, original broadcaster, owned by, founded by, distribution format, headquarters location, stock exchange, currency, parent organization, chief executive officer, director/manager, owner of, operator, member of, employer, chairperson, platform, subsidiary, legal form, publisher, developer, brand, business division, location of formation, creator.

Singh's first port of call for the purchase isn't Amazon , Flipkart , Snapdeal or any of the other e-commerce vendors but Payzapp, his bank's mobile app.

Answer: industry