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Missed Opportunity for Amazon?

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The 9th of May 2018 was marked by the biggest ever acquisition deal when Walmart Inc announced its decision to acquire 77% equity stake in India’s largest e-retailer, Flipkart Ltd. for $16 billion. The deal is expected to transform one of the world’s fastest growing e-commerce markets, which is expected to outperform the US to become the second largest in the next fifteen years.

As per IBEF report, ‘Electronics is currently the largest segment in e-commerce in India with a share of 47 per cent and is expected to grow at a CAGR of 43 per cent by 2020. The apparel segment has the second highest share of 31 per cent in the e-commerce retail industry. Currently, there are 1-1.2 million transactions per day in e-commerce retailing.’

Had Amazon acquired Flipkart, how would it have benefitted in these two segments is illustrated below-

Fashion and electronics are the two largest drivers for Flipkart. Analysis of the two reveals the following-

Fashion

Flipkart is leading in the fashion segment through the acquisition of Myntra, Jabong and eBay (Indian wing), the online fashion portals. Head of Flipkart Fashion had earlier stated that approximately 70 percent of all fashion shoppers shop on Flipkart, and that it would be having a base of around 75 million down the next five years. This goes on to show that in the category of fashion, Flipkart is the leader and acquiring it would be a win-win situation for any organization.

Electronics

Electronics is one of the major forces behind the success of Flipkart, the fastest selling items being mobile phones.While talking about Smartphone sales, Flipkart’s vice president (mobiles and large appliances) had recently mentioned that Flipkart is targeting 40 percent of all smartphone sales in the country by 2020, this would be a leap from the existing 25 percent they hold currently. This emphasizes the fact that Flipkart holds a strong share in the electronic segment, taking over which could have increased the opportunities for expansion.

Amazon, which had a chance to increase it’s existing 31% share in the online retail market in India with immediate effect will now have to wait.

About the author / 

Smriti Mishra

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