As Flipkart slips, Amazon is tightening its grip on India’s mobile shoppers
Flipkart is losing its grip on India’s mobile shoppers.
On the face of it, the homegrown e-commerce company is leading the pack. As of March, Flipkart accounted for 30.7% of India’s monthly mobile e-commerce users, according to data intelligence firm 7Park Data. Amazon was almost neck-to-neck with Flipkart, capturing 30.3%. Snapdeal lagged far behind at 10.8%.
However, a closer look at the shifting user base and commitment level among customers reveals that Amazon is gaining at the expense of Flipkart. Bengaluru-based Flipkart, founded in 2007, got a six-year head start on Amazon, which arrived here only in 2013. Yet, it is getting beat.
Even though Flipkart captures a marginally larger share of the mobile app market, its overall performance has dipped. From Q1 2016 to Q1 2017, its app engagement declined 11.5%. During this period, Amazon saw a huge 46% rise. Mobile is a key component of India’s e-commerce market. In 2016, for instance, more than 80% of traffic to both Flipkart and Snapdeal came via their respective apps or mobile sites.
Flipkart’s users also don’t seem as keen on staying on and browsing. The minutes per active user declined 42.6% for the e-tailer in the first quarter of 2017 compared to a year earlier. Time spent by customers on Amazon…