New research (here) from our Smartphone Country Share Tracker (CST) shows dedicated online retailers, such as Flipkart, are losing huge ground across India this year.

Online retailers have seen their share of India smartphone shipments DECLINE by over a fifth in the past 12 months.

This is because we've seen a spectacular rise in the growth of bricks-and-mortar independent retailers, who compete on price, and vendor-direct sales, who compete on big marketing spend. For example, the Confederation of All India Traders (CAIT) heavily support small stores, while Xiaomi, Realme and others have been very aggressive in rolling out their own offline retail stores.

Can those e-tailers, like Amazon and Flipkart, recover their lost ground in 2023?