Amazon India pulls in the highest customer traffic on mobile and desktop websites among Indian e-tailers and may be catching up with Flipkart on apps too, recent data suggest.
Amazon India pulls in the highest customer traffic on mobile and desktop websites among Indian e-tailers and may be catching up with Flipkart on apps too, recent data suggest. The trends are important in the context of faltering revenues, mounting losses and slowing investments in the e-commerce space. Analysts point out managements are now tracking customer recall and retention rather than merely ratcheting up transactions.
Amazon’s desktop and mobile websites together generated 33-62% more visits per month compared with Flipkart over the last seven months starting November 2015, according to a report by Kotak Institutional Equities (KIE), which cited data from SimilarWeb, a data analytics firm.
Moreover, app ranking data from AppAnnie reveals the gap between Flipkart and Amazon India — in terms of app installations and rankings — appears to be narrowing. Flipkart currently has 50-100 million apps installed with 1.9 million user ratings compared to Amazon India’s 10-50 million installations and 0.7 million user ratings. “Strategically, the revival of Flipkart’s mobile website and Myntra’s desktop and mobile websites may indicate Flipkart’s intent of improving share among the non-app user base,” analysts wrote.
Amazon recently committed $3 billion for its Indian operations with Amit Agarwal, India head, saying the funds would be used to build infrastructure and to assist sellers so that they, in turn, could offer lower prices. Agarwal claimed the firm had, in the fourth quarter of 2015, sold more than it had in all of 2014. “We grew our shipments 250% last year compared to the whole of 2014 and the first quarter quarter growth this year has been 150% compared to the same period of last year,” the CEO said.
Meanwhile, Flipkart has upped commissions charged to vendors in a possible
effort to boost revenues and trim losses. Sellers recently protested the hike by staying away from the platform. A top representative of eSellerSuraksha, an industry lobby for sellers on online platform, told mediapersons recently, “Amazon has taken a big call in reducing commissions while Flipkart, on the other hand, is charging more than the industry.”
Between them, the three top e-retailers — Flipkart, Amazon and Snapdeal — reported combined losses of Rs 5,000 crore in FY15. With top lines not growing at the expected pace, investors are turning tight-fisted. Data from Traxn Technologies showed just about $1 billion moved into e-commerce companies between January and May this year, compared with $1.6 billion that flowed in during the corresponding period of 2015. The number of deals — across Series A,B and C — at 73 this year is also lower than the 94 transactions in 2015. Not only is less money moving in, valuations too are being marked down by existing investors.