According to the research arm of Morgan Stanley, Flipkart, Snapdeal, and Amazon – the “Big Three” accounted for more than 80% of the total market in 2015.
Snapdeal and Amazon India lost market share as online shopping options grew rapidly, but Flipkart managed to marginally increase its share. A Morgan Stanley research report released earlier this month pegged Snapdeal's and Amazon India's market share in terms of gross merchandise value at 26% and 12%, respectively, in 2015. A similar report published by the same firm last year had estimated the shares of these two companies at 32% and 15%, respectively, for 2014.
While Flipkart maintained its number one slot and increased its share from 44% to 45%, the combined market share of India's top three ecommerce companies fell from 91% to 83%. Paytm remained steady with 7% market share. The real gainers were small and more-focussed online retailers who saw a jump from 2% to 10%.
Industry watchers said unlike China that is dominated by a handful of ecommerce giants, India's online shopping market will grow in a 'more democratic' manner, like it has in Europe.
Separately, Snapdeal has said it has one million daily transacting users on its ecosystem, which is more than both Amazon and Flipkart put together. And Amazon has challenged the findings of the report. "The report does not reflect what we are actually seeing on the ground as we are growing significantly faster than the growth rates of the ecommerce industry in India and other mentions in the report. We have previously announced that Diwali 2015 was four times bigger than Diwali 2014 and we sold more in Q4 2015 than we did in the entire previous year (2014)," said the company spokesperson.