Friday 6 November 2015

Amazon’s online traffic catching up with Flipkart
After the first day of this year’s Big Billion Days sale, Flipkart’s ranking on Alexa’sreal-time web traffic data site was 79, while Amazon’s was 85. Since then some more interesting insights have appeared.
According to various sources, ecommerce leader Flipkart still leads in terms of Mobile app downloads, although Amazon has made sufficient inroads into the online web traffic space and has caught up with Flipkart. During festive days such as Independence day, Dussehra and Diwali, Amazon has aggressively promoted its brand.

App Annie analytics

Mobile app downloads between July 29 and October 26 (according to Data analytics platform App Annie):
Flipkart = 9 million
Amazon = 8.1 million
A recent report by Nomura explained that App Annie’s app ranking over the last month showed that on the Android platform, Flipkart moved up ten places to No. 1, while Amazon improved from 16th place to 2nd place.

The App Annie rankings are based on:

  • Account traffic
  • Engagement
  • Un-installs
  • Downloads
  • Velocity of downloads
  • Other parameters

SimilarWeb analytics

In 28 days of October, Internet Usage firm SimilarWeb reported that Flipkart’s installed app base rose from 35% to 38% and in terms of daily active users it jumped from 5% to 7%. On the other hand, Amazon’s app base went from 11% to 19%, while the daily activity rose from 1% to 5%.
SimilarWeb discovered that during the months from January through to July, almost 7.5% of India’s Android smartphone users visited Flipkart or Myntra apps daily. Amazon’s figure was a low 1.6% in comparison.

Startling statistics

When data was retrieved from various tracking agencies which included Amazon owned Alexa, comScore and SimilarWeb there were some startling statistics. The all important one was that on the web, desktop and mobile, Flipkart still has a big lead in terms of page views. Although a consumer survey carried out by Etailing India, surveying 15,000 participants reported that Amazon had greater stickiness with the consumer than Flipkart.

What the online marketplaces had to say?


“Amazon is a legacy desktop company while we are a mobile-focused company. They understand the American market well, but India is a mobile commerce market,” a Flipkart spokesperson said.


“Flipkart had been around for eight years, whereas Amazon entered India just two years ago. During the festive season sales, we had as many new customers coming on desktop as on mobile,” said Amit Agarwal, country manager, Amazon India.

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