Mumbai: The battle for supremacy between Amazon, Flipkart and Snapdeal in the bulging e-commerce market is rapidly heating up, but not just with competing and multi-billion-dollar investments, but a whole lot trolling on Twitter.
“It’s brutally competitive so there’s a strong itch to take a dig at the opposition in an attempt to stand out to customers,” said industry analyst Shriram Subramanian to news agency AFP.
Flipkart, India’s largest e-commerce firm, and US behemoth Amazon, which entered the country in 2013, exchanged barbed comments on Twitter recently when portal Reddit India tweeted a photo showing an Amazon delivery box sitting at Flipkart’s reception.
The tweet suggested Flipkart staff preferred to order from Amazon. The Indian company hit back, posting “We recycled said packaging as our reception’s dustbin.”
Amazon then weighed in, tweeting: “There is a bit of Amazon in every eCommerce company #justsaying,” — an apparent reference to the fact that Flipkart’s founders used to work for the American company.
Internet entrepreneurs Sachin Bansal and Binny Bansal, who are not related, quit Amazon to start Flipkart in 2007, with the Bangalore-headquartered company rapidly establishing itself as India’s largest online store.
Sachin and Snapdeal co-founder Rohit Bansal, again no relation, traded jibes on their personal Twitter accounts recently over the latter’s purported comments that it was difficult to find good staff in India.
“Don’t blame India for your failure to hire great engineers. They join for culture and challenge,” Sachin wrote to Rohit.
The Snapdeal chief operating officer responded saying his company had been voted one of the best places to work in India.
Flipkart is estimated to be worth $ 15 billion and commands up to 44 per cent of market share, well ahead of Snapdeal, which was launched in 2010 and enjoys around 22 per cent of sales, according to analysts.
Amazon occupies around 12 to 14 per cent, insiders say, and has its rivals firmly in its sights despite coming to the party in India late.
India’s e-commerce market, although small in comparison to China’s or the United States’, is expected to rise swiftly to be worth over $ 32 billion by the end of the decade.