Walmart-backed Flipkart Group heavily outsold its rival Amazon by almost two to one as Indian consumers spent a record $8.3 billion online during the main festive retail season.
According to Redseer,Consulting, Flipkart and Amazon together took over 88 per cent of total GMV. Of that, Flipkart took 66 per cent and Amazon 34 per cent.
The online festive sale, which ran from mid-October until mid-November, recorded around 65 per cent year-on-year growth in gross merchandise value -- total value of items -- from last year's $5 billion. Customer numbers rose 87 per cent from last year's season to reach 88 million.
In a sign that online shopping is becoming more widespread beyond India's main urban centers, more than half of the shoppers to tap e-commerce platforms were from so-called tier-2 cities and others.
The growing influence of small-town shoppers did lower the GMV per customer to around Rs 6,600($89.21) from 7,450 rupees in the same period last year.