This is despite the fact that Walmart-owned Flipkart has been able to grab a bigger market share of the gross merchandise value (GMV)—the total monetary value of products sold online—in Indian annual festive season sales (also known as Diwali sales) that happen between October and December, for the past several years. Amazon narrowed the gap in GMV during last year’s festive sales. As per PGA Labs’ data, despite a clear lead, Flipkart’s Diwali sales market share dipped by 5% in 2021 from 65% a year earlier. On the other hand, Amazon India climbed up to 32% last year, up 7% from 25% in 2020.
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