Sachin Bansal & Binny Bansal on Network Effects

By 2017 Flipkart controlled roughly 51 percent of Indian smartphone shipments, having eclipsed Amazon India's 33 percent share. Exclusive launches of the Moto G, Moto E and Xiaomi Mi 3 turned the platform into the country's default phone-discovery surface, a category-defining position that drove both gross merchandise volume and brand authority for several Diwali cycles.

A 2023 AllianceBernstein report put Flipkart's share of Indian e-commerce at around 48 percent, still ahead of Amazon India and domestic rival Meesho. The number confirmed that the Walmart-era Flipkart had held its lead even as quick-commerce entrants reshaped low-ticket urban baskets.