Flipkart and Amazon retained their positions as the most popular online shopping sites in India, according to a study conducted on Indian e-commerce industry.
The latest edition of Indian E-tailing Leadership Index (ELI) released by Redseer Consulting shows Amazon as the most preferred online shopping destination in metro and tier-1 cities, while Flipkart having an edge in tier-2 and tier-3 cities.
For the July to September quarter, both the e-commerce giants scored 92 points compared to the previous quarters’ score of 95. The reason for the decline was not mentioned by RedSeer, which, however, attributed the fluctuation in scores to the festive sale events held by both the sites during the quarter.
During the sale period, which usually attracts a high volume of orders as well as returns, some of the metrics such as customer satisfaction may get affected, said the report.
Of the 92 total points scored, Flipkart gained 20 points for being a most trusted brand, 25 for delivering the best value proposition, and 47 for providing great user experience.
Amazon scored 18, 25, and 49 points for the same three parameters respectively. The scores reveal Flipkart as the most trusted brand compared to Amazon, while the latter providing better user experience.
Other e-commerce sites on the list are Snapdeal with 73 points, Paytm with 65 points, Shopclues with 41 points and eBay with 35 points. The sites have also seen a decline in their scores from the last quarter.
| Company | Parameters | Total score
Q3-2017 |
Total score
Q2-2017 |
||
| Most trusted brand | Best value proposition | User experience | |||
| Flipkart | 20 | 25 | 47 | 92 | 95 |
| Amazon | 18 | 25 | 49 | 92 | 95 |
| Snapdeal | 8 | 24 | 41 | 73 | 76 |
| Paytm | 7 | 24 | 34 | 65 | 77 |
| Shopclues | 4 | 14 | 23 | 41 | 67 |
| ebay | 1 | 18 | 16 | 35 | 56 |
Snapdeal, despite cost cuttings and conserving cash following the cancellation of its sale deal with Flipkart, retained its place in the index. According to the report, it’s because of the brand’s marketing efforts in the past five years that still make consumers consider it as a major online shopping portal.
Regarding the two top companies, the study reports Amazon’s dominance in metro and tier-1 cities mainly due to its Amazon Prime membership programme, which has been a cornerstone for the online retailer’s performance over the last 12 months. The programme improved the perception of delivery experience, enabling Amazon to gain a slight edge against Flipkart.
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