Overview:
Smartphone shipmentsin the online channel reached their highest ever share of 46% during Q3 2019, according to the latest research from Counterpoint’sMarket Monitorservice. Online channel shipments grew 55% year-on-year (YoY) in Q3 2019 driven by new launches and aggressive sell-in ahead of annual online sales like Flipkart’s Big Billion and Amazon’s Great India festive season sale. As a result of this, both Flipkart and Amazon reached their highest ever quarterly smartphone shipments in the online segment.
Flipkart公司领导整个在线3月ket with a 57% share, Amazon grew faster (+75% YoY) to capture 33% share within overall online channels. realme and Xiaomi were the best-selling brands on Flipkart while Xiaomi, Samsung and OnePlus drove Amazon’s growth. The growth and maturity of online channels, byserving more zip codesthan ever, coupled with greater customer service, attractive promotions from discounts, tocashback, to EMI and exchange offershelped brands like Xiaomi and realme to take a lead in the online segment.
Within smartphone brands, Xiaomi retained the top spot in the online channels, with 38% share,driven by the strong performance of its Redmi 7A, Note 7 Pro and Note 7S models. Festive offers brought down the entry-level price-point of Xiaomi Redmi series to ~$70 (INR 4999) leading to a strong uptick on Amazon.
realme online shipmentshit arecord highwith more than 4.5x YoY growth as it focused aggressively in sub $200 segment with some industry-first device features like 64MP camera.Samsung gained share in the online segmentdriven by success of itsM30s model on Amazon, due to its long battery life (6000mAH) in the budget segment.
Vivo became the number four playerin the online segment for the first time ever, driven by its increased focus towards the online channel with its recently launched models,U10, Z1X, and Z1 Pro.
Online shipments in thepremium segmentreached a record highwith 79% YoY growth.OnePlus remained strong on Amazonand this has helped the brand to remain #1 player in the online premium segment.
This article examines recent online smartphone market trends along with the competitive landscape of the online platforms in Q3 2019.
Author:Anshika Jain
Published Date: November 2019
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