on Aug 14, 2020)BENGALURU: For the first time, Amazon India has emerged as the largest online smartphone channel with a 47% market share, leaving behind rival Flipkart. The Walmart-owned e-tailer saw its market share falling to 42%, according to data from Counterpoint for the second quarter (April-June) of 2020.
Smartphones, typically, have been a top sales driver for Flipkart and it had a leading share in the online channel for multiple quarters, but Amazon India has now surpassed it. For the first quarter of 2020, Flipkart had a smartphone market share of 50%, which fell by over 19% for the quarter ending June. For Amazon India, in the first quarter, it had a share of 38% – it added almost 24% in Q2. Xiaomi‘s own platform had a 10% share for the quarter. Overall, online sales had a 43% share of total sales during the quarter.
“We see online channels remaining strong this year and taking a 45% share in the Indian smartphone market in 2020,” analysts at Counterpoint added. Emails sent to Flipkart and Amazon India did not elicit any response.
The development comes at a time when sales of several goods, including smartphones, are increasing owing to the pandemic, forcing shoppers to stay home. Sales of smartphones and other electronics are rising due to increased work-from-home mandates for consumers.
“Xiaomi, Samsung, and OnePlus drove the shipments for Amazon. Among the top 10 smartphone models on Amazon, nine were from Xiaomi and Samsung. The Rs 15,000-20,000 price band contributed the most and reached its highest ever share on Amazon. Samsung Galaxy models were the top models in this price band on Amazon,” according to Counterpoint analysis of the latest data.
Amazon India, typically, has had leadership in the top premium segment with brands like OnePlus. Flipkart had over 50% share in the segment under Rs 10,000.
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