E-Commerce Disruption:
Amazon and other Players in the
Indian Market.
STRATEGIC MARKETING PRESENTATION BY:
ANURAG AJMERA, YASH SHUKLA, PRATEEKSHA
CHATURVEDI, ADITI GUPTA, SACHIN.
"LIFE'S TOO SHORT TO HANG OUT WITH PEOPLE WHO AREN'T
RESOURCEFUL.“ – JEFF BEZOS
Abstract:
In recent years, Amazon has emerged as a global leader in the e-commerce industry, with a
significant presence in various countries.
This case focuses on Amazon's digital strategy in India, a country with a burgeoning
ecommerce market.
India's rapidly growing internet penetration and the increasing adoption of smartphones
have presented both opportunities and challenges for Amazon.
1. Introduction
⮚The emergence of e-commerce in India has attracted global players, including Amazon, which
recognized the market's potential.
⮚To establish a strong presence, Amazon devised a digital strategy tailored to the Indian consumer's
unique needs.
⮚Amazon entered the Indian market in 2013 and faced stiff competition from established local
players. To succeed, Amazon needed a robust digital strategy tailored to the Indian market.
(4) Amazon India launches its largest Fulfilment Centre in the city of Bangalore - YouTube
Indian E-Commerce Market
Creating a Seamless Online Shopping Experience
E-commerce Innovation
CUSTOMER-CENTRIC APPROACH BUILDING TRUST THROUGH SELLER.
Porter’s 5 Force Model
Comparison of Sales and Revenue data
Amazon
In 2021, Amazon reported net sales of
over $386 billion for the full year, with a
significant portion coming from its e-
commerce operations.
Comparison of Sales and Revenue data
Ebay Walmart ([Link]):
● eBay operates as an online auction ● Walmart is a retail giant that has
and shopping website, connecting expanded its presence in e-
buyers and sellers. commerce, competing with
● As of 2021, eBay's net revenue was platforms like Amazon.
around $10.3 billion. ● In 2021, Walmart reported e-
commerce sales of over $103 billion.
Graphics User Interface
Amazon:
● Clean and Simple: Amazon's interface is known for its clean and simple design. The
focus is on making it easy for users to find and purchase products.
● Personalization: The homepage is often personalized based on the user's browsing
and purchase history, showing recommendations and deals tailored to individual
preferences.
● Search Bar: The prominent search bar allows users to quickly find products, and the
search algorithm is robust, providing relevant results.
Graphics User Interface
eBay:
● Dynamic Homepage: eBay's homepage often features a mix of trending products,
personalized recommendations, and special promotions.
● Auction Format: eBay's unique feature is its auction-style listings, allowing users to bid
on products in addition to traditional fixed-price sales.
● Product Filters: The platform provides extensive filters to help users narrow down
their search results based on various criteria
Market share of leading retail e-commerce
companies in the India 2022
According to the FT, Flipkart’s market share in 2022 was 48%
to Amazon’s was 26%, with Flipkart taking in $23 billion in
gross sales in India during 2021, compared to $18 billion to
$20 billion for Amazon.
Market Position & Future Outlook
The latest statistics presented below highlight Amazon’s
potential to become the number one company in the India:
● Amazon India has over 10 lakh sellers on its e-commerce
platform.
● Amazon offers 168 million products to its Indian
customers and over 4,000 products are sold on Amazon
per minute.
Market Position & Future Outlook
● Amazon leads in core categories (consumer electronics, media)
and has done well in Tier I cities with over 5 million Prime
subscribers.
● Amazon is one of the most trusted Internet brands in India,
followed by Google and Facebook, according to a report by TRA
Research in 2019.
Market Position & Future Outlook
● The largest category on Amazon is the online
smartphone channel with a 47 percent market share.
● Amazon Retail India Private Limited, a subsidiary of the
e-commerce global giant, reported its revenues for
FY2021-22 as Rs 1,720 crore, an 8 percent year-on-year
jump.
Future Outlook
● Amazon has announced an investment in India of $1
billion and committed to digitally enable 10 million
micro, small, and medium businesses, drive ecommerce
exports worth $10 billion.
● Creation of 1 million additional jobs in India between
2020 and 2025.
Future Outlook
● Tremendous opportunities to leverage AI technology in
AWS offerings.
● Highest-growth businesses (AWS and advertising) are
also high-margin businesses — that should help overall
margins expand in the next several years.
Future Outlook
● Amazon Prime membership fees generate high-margin
revenue. Prime membership creates powerful network
effects and cross-selling opportunities.
Market Expansion and Partnership of Amazon
Competitive landscape of Amazon
Flipkart, now owned by Walmart, is one of the biggest e-commerce
platforms in India and one of Amazon's primary competitors in the
region.
● Reliance Retail, part of Reliance Industries, is a significant
competitor.
● They have been expanding their online presence through
JioMart and are leveraging their extensive physical retail
network to offer a hybrid online-offline shopping experience.
Competitive landscape of Amazon
Snapdeal is another e-commerce platform in India that competes
with Amazon and Flipkart.
Paytm Mall, a subsidiary of Paytm, has been expanding its e-
commerce services in India. It leverages the Paytm ecosystem for
payments and offers a variety of products to consumers.
Ecosystem Development
Market Expansion
Regulatory Changes
Logistics and Infrastructure
Innovation and Diversification
Conclusion
Dynamic Market Landscapes.
Amazon & Flipkart Dominance.
Unique Business Models.
Fierce Competition.
Market Shift Factors.
Ongoing Expansion.
Consumer-Centric Approach.
Innovation & Technology.
