Top

Online Channel’s Smartphone Shipments in India grew 26% YoY in Q2 2019

  • Press releases
  • / Anshika Jain
  • Realme became the second-largest player in the online segment with 17% market share.
  • Flipkart remains the leader in the online segment with a 58% share. 
  • Amazon recorded highest ever shipments in the premium segment driven by OnePlus 7 series.
  • Xiaomi Note 7 Pro was the best-selling device in the online segment in Q2 2019.
  • Realme, Asus, Vivo, and OPPO were the fastest growing brands in the online segment.

 

New Delhi, Hong Kong, Seoul, London, Beijing, San Diego, Buenos Aires –

September 13th, 2019

Smartphone shipments from the online channel in India grew 26% year-on-year (YoY) during Q2 2019, according to the latest research from Counterpoint’s Market Monitor service. New launches and multiple summer sale events drove the growth during the quarter.

Commenting on the findings, Anshika Jain, Research Analyst stated, “The growth of Xiaomi and Realme and the focus of Samsung on online channels, with its Galaxy M-series, drove the shipments in the online segment. The success of these three brands also meant that the INR 15,000 to INR 20,000 (approx. US$210 – US$280) was the fastest-growing price band in the online segment. Xiaomi Note 7 Pro was the best performing model in this price band followed by the Realme 3 Pro.”

“The major e-commerce portals (Flipkart and Amazon) ran various summer sale campaigns and month-end discounts to promote their sales. Additionally, we saw that OEMs pushing their products towards their own online platforms (e.g., Mi.com, Realme) to divert some of the digital footfall to their own store. The upcoming quarter is crucial in terms of new launches, and lucrative offers as all the leading brands prefer to introduce their new products ahead of the festive season,” she added.

Commenting on the brand performance, Tarun Pathak, Associate Director, said, “The top five brands captured 84% share of the total online market. Brands and even channels are now diversifying their channel/platform strategy in a bid to increase their reach. For example, Amazon recently infused US$404 million in its India business and is also investing heavily in Future Retail group to strengthen its offline footprint in the Indian market. Meanwhile, Xiaomi’s Mi.com has started to offer ‘Guaranteed Next-Day Delivery’ service in over 150 cities across India. Going forward, we estimate that the online market will get a strong push from all the major brands as they are gearing up for the upcoming festive season sale. Also, we expect online platforms to focus on targeting higher average selling price (ASP) models on their platforms rather than lower ASP devices to lure customers during the festive season sale.”

Exhibit 1: India Online Smartphone Market Share by Channel – Q2 2019

Source: Counterpoint Research Market Monitor Q2 2019

Exhibit 2: India Online Smartphone Top Brands Share– Q2 2019

Source: Counterpoint Research Market Monitor Q2 2019

Exhibit 3: India Online Smartphone Top Models– Q2 2019

Source: Counterpoint Research Market Monitor Q2 2019

Market Summary:

  • While the smartphone shipments in the offline segment declined by 4%, the online segment grew by 26% Mi Super Sale, HONOR Days, Flipkart Summer Carnival, Big Shopping Days, Amazon Summer sale, Amazon Fab Fest, Knock Out Offers, Realme 1ST anniversary sale, and Month End Mobile Fest were some of the most popular events during the quarter.
  • Flipkart’s online channel share hit 58% while Amazon’s share reached 79% in the premium segment.
  • Flipkart grew 45% YoY in Q2 2019, due to strong sales of Redmi Note 7 Pro, Realme C2 and Realme 3. These three models alone contribute to one-third of Flipkart’s overall sales. In May alone, Flipkart organized three sales events.
  • Xiaomi, Realme, ASUS, and Samsung contributed the most for Flipkart and accounted for more than four-fifths of its total smartphone shipments.
  • Amazon grew 9% YoY driven by with Xiaomi Redmi 6A, Samsung Galaxy M-series, Xiaomi Redmi 7, and the OnePlus7 Series.
  • The top five brands captured 84% of the total online market.
  • The top five smartphones shipped into online channels were from Xiaomi and
  • Xiaomi alone captured around 46% of the total online market in Q2 2019. Its Redmi Note 7 Pro series, Redmi 6A, Redmi Note 6 Pro and Redmi Go drove volumes, contributing to more than two-thirds of Xiaomi’s total online sales. In June, Xiaomi introduced an ‘Express Delivery’ program to promote sales on Mi.com.
  • Realme became the second-largest player in the online segment, driven by a strong online push and good performance of its affordable series – Realme C2, Realme 3, and Realme 3 Pro.
  • Samsung was the third-largest player in the online segment. The M-series contributed to more than 50% of its online volume.
  • Realme, Asus, Vivo, and OPPO were the fastest growing brands in the online segment.
  • Amazon recorded its highest ever shipments in the premium segment, driven by the OnePlus 7-series.

The comprehensive and in-depth Q2 2019 Market Monitor is available for subscribing clients. Please feel free to contact us at press(at)counterpointresearch.com for further questions regarding our in-depth latest research, insights or press inquiries.

The Market Monitor research is based on sell-in (shipments) estimates based on vendor’s IR results, vendor polling triangulated with sell-through (sales), supply chain checks and secondary research.

Related Reports:

 

Analyst Contacts:

Tarun Pathak  

Anshika Jain 

Karn Chauhan  

Counterpoint Research

You can also visit our Data Section (updated quarterly) to view smartphone market share Globally and from the USA, China and India.

Anshika Jain

Anshika is a Senior Analyst with Counterpoint Technology Market Research, based out of Gurgaon. She has more than 10 years of work experience in market research and business intelligence field. She led various research and consulting projects for multiple sectors including BFSI and Telecom. Apart from this, she also has key client handling experience with leading MNCs. She holds a Master’s in Business Administration from IMT Ghaziabad, specializing in Finance; and a Bachelor’s degree in Economics from Hansraj College, Delhi University.
List
  • DEVICES
  • ECOSYSTEM
  • RECENT POSTS

Counterpoint Weekly Newsletter

Read Here

Coverage

Insights

Social media

Contact us

Copyright ⓒ Counterpoint Technology Market Research | All rights reserved

Term of Use and Privacy Policy

Counterpoint Technology Market Research Limited

Registration

In order to access Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.

How to unsubscribe and Termination

You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time. In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.

Website Content and Copyright

This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.

Changes or Updates to the Website

The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information: While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.

Third Party Links: This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.

Cookies and Tracking

We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans.
Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.