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Amazon pips Flipkart, Snapdeal to become top e-tailer

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Amazon pips Flipkart, Snapdeal to become top e-tailer

Amazon India has been voted the country’s most preferred ecommerce website during the past year, according to the People’s Choice Survey 2014 conducted by cashback and coupons site Flipkart ranked second, and Snapdeal third in the list, followed by Myntra, Jabong and Shopclues, according to the survey that covered 2,000 online shoppers.

“ wore the crown of the most popular website. Cashback and deals were the favored factors to shop online among consumers,” said Swati Bhargava, co-founder of

The People’s Choice Survey is an annual report by, which identifies key trends in online shopping in India. The pan-India survey got responses from metros as well as Tier-I, -II and III cities. As many as 65 per cent respondents in the survey were male, in the age group of 18 to 30 years.

The year of e-tailers

In a year which hosted a slew of mega online sales, Google Great Online Shopping Festival ranked as the most preferred online shopping festival of 2014. Google’s three-day shopping festival emerged as the winner in terms of deals and offers with 42 per cent of the respondents voting for it.

“This year the industry was abuzz with fresh funding of close to US$3.9 billion among top e-retailers, the Flipkart-Myntra merger, and mega sale days like GOSF, Flipkart’s Big Billion Day, and more,” Bhargava said.

Despite the technical glitches and the wrath it attracted from consumers over social media, Flipkart’s much-talked-about Big Billion Day was a close second with 40 per cent respondents voting for it.

Snapdeal’s Big Savings Day got only 10 per cent votes, followed by the multi-portal Diwali Dhamaka Sales, which was liked by eight per cent of the survey respondents.

Coupons drive sales

According to the survey, the factors which encouraged consumers to opt for online shopping are discounted prices, variety of choices, convenience, payment options, and easy return policies.

Cashback and coupons were major drivers for shoppers to make purchases online with 30 per cent respondents stating it as the reason why they were encouraged to buy from an e-commerce website, the survey showed.

Category bias

“Online shoppers favoured one website over another on the basis of the category that they were looking to make purchases in. While Flipkart emerged as the best platform to buy mobile phones and accessories, was the favourite for buying laptops and electronics. For fashion and accessories, buyers took to Myntra and Jabong, while vertical-retailer Zivame was the top choice for lingerie,” the survey stated.

According to the survey, Firstcry was the choice of a majority of buyers in the babycare segment, and for home décor, it was FabFurnish.

Future forward

“It is a very exciting time to be in Indian ecommerce right now and the industry is excited for an even bigger and better 2015. alone has witnessed an overall growth of 1000 per cent in traffic and 500 per cent increase in revenues in the past 12 months,” said Bhargava.

“This is just a glimpse of ecommerce and it’s just a sign for greater things to come. However, market leaders are emerging in many categories so while funding will remain available, investors will now look more closely to identify key USPs of ecommerce sites that will enable them to beat the existing leaders. However, investors strongly believe in the Indian fundamentals – large population, many potential consumers, and huge rate of growth so successful online businesses will have no dearth of support capital to expand. It is a very exciting time to be in Indian ecommerce right now and the industry is excited for an even bigger and better 2015,” she said.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

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