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:
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.