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E-retailers: e-commerce sales in India 2017

Amazon India recorded the highest sales at 561 million U.S. dollars compared its e-tailing counterparts in 2017. Home brand Flipkart came in at a close second with about 554 million dollars during the same time.  

Amazon versus Flipkart

  Bangalore based e-commerce company Flipkart was established in 2007. Initially offering book sales, it has expanded, like its American competitor, to include electronics, consumer goods, and lifestyle products. Having held nearly 40 percent of the e-tail market in fiscal year 2017, the Indian company went on to acquire Myntra and Jabong, both online apparel sellers. The peak of competition has been measured by far during Deepavali sales. Flipkart and Amazon dominated with 20 million online shoppers in the last two festival seasons, accounting for most of the estimated three-billion-dollar gross merchandise value.

Changing lifestyles, increasing convenience

  With increasing urbanization and a growing digital population, city lifestyles are becoming less and less conducive to being able to shop physically – for lack of time, energy and convenience. A staggering growth in the country’s digital payments sector acts as a catalyst for carrying out activities online. This in large part includes online shopping, especially in the Indian context with its cultural myriad of festivals and the need for gifting. It comes as no surprise that the Indian startup market, specifically its digital sector, is well funded, giving the economy one unicorn after another.

Leading online stores in India in 2017, ranked by net e-commerce sales

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Release date

April 2018



Survey time period


Special properties

physical goods only, excluding digital sales & services; estimates

Supplementary notes

The eCommerce market encompasses the sale of physical goods via a digital channel to a private end user (B2C). Incorporated in this definition are purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets.
The following are not included in the eCommerce market: digitally distributed services (e.g. travel tickets), online stores dedicated to digital media downloads or streams as well as online stores dedicated to B2B markets. All figures are estimates and refer to the annual eCommerce net sales after the deduction of returns.

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Statistics on "Startups in India "

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