Flipkart is to overtake Amazon as the largest Indian e-commerce platform this year, according to the latest research from Edge by Ascential. Total net e-commerce sales for Flipkart are forecast to reach US$8.53bn this year, just above Amazon's $8.39bn. This is despite spending over one-third less on advertising than Amazon in 2018.
This follows slower growth for Amazon since 2015, when both companies saw net sales at $3.50bn. While Flipkart is expected to register a compound annual growth rate of 17.7% between 2015 and 2023, Amazon is forecast a slower, but still impressive, 14.2%.
Indeed, 2019 is expected...