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Q3’22: India Festive Season Tilts Smartphone Distribution to Favor Online

by Rajeev Nair | Nov 14, 2022

India smartphone market decline by -7% annually in Q3 2022. Xiaomi, Samsung and Vivo were the top three vendors. Most vendors tilted to online cannels for smartphone distribution in the country as the festive buying picked up. Detailed analysis / estimates are available here from our Smartphone Country Share Tracker (SCST) Service.

Online distribution channels accounted for over half the smartphone volumes in the quarter in India. Within the online channel, it was the eCommerce retailers that drew majority of the volume share for top smartphone vendors. There are multiple sub channels that contribute to online including own eStores of the vendors. All of these sub channels witnessed multiple sales/discount offers leading up to the festive buying period.

Smartphone vendors in both the online and offline channels have been trying to increase their control over distribution. How and why of it? Which of the smartphone vendor is most active in this trend and its strategies?

How would smartphone distribution in India change as 5G adoption picks pace in the coming quarters?

What are the other smartphone distribution trends witnessed in the country?

What are the other trends observed in the offline and online channels?

Online_ eComm India _ Q3_22

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