Ecommerce Briefs: Walmart, Amazon Vie for Flipkart; Etsy and Adidas Refocus

Ecommerce Briefs: Walmart, Amazon Vie for Flipkart; Etsy and Adidas Refocus

November 29, 2018 8:31 am

Ecommerce Briefs” is my occasional collection of stories and developments from on-line retailers. On this installment, I’ll tackle the competitors between Walmart and Amazon to accumulate Flipkart, India’s dominant market.

I’ll additionally evaluation the closing of Etsy Wholesale, the corporate’s brick-and-mortar partnership, and Adidas’s choice to close down lots of of bodily shops to concentrate on ecommerce.


Amazon and Walmart are engaged in a battle to take a controlling curiosity in Flipkart, India’s main native ecommerce participant.

Amazon has invested $5 billion in India over the previous a number of years. It apparently sees the nation as having huge ecommerce potential. As in the USA, Amazon needs to be the dominant participant. Flipkart, an Indian firm based by two former Amazon staff, presently has the higher hand in that market. Nevertheless it has skilled sluggish progress over the previous two years.

The Indian authorities forbids direct overseas funding in B2C ecommerce. Thus non-Indian corporations can solely function as marketplaces for regionally sourced items — not as stock-based mostly fashions, the place the corporate owns the products which might be being bought by means of its platform. (The exception is B2B ecommerce.)

Amazon and Walmart are engaged in a battle to take a controlling curiosity in Flipkart, India’s main native ecommerce participant.

Flipkart follows the marketplace mannequin. It just lately introduced that it intends to construct a four.5 million sq. foot logistics facility in southern India. It might be the most important ecommerce warehouse in India, a lot bigger than Amazon’s largest Indian warehouse of four hundred,000 sq. ft.

In 2016 the Indian authorities issued a rule that it’ll not allow a single vendor to account for greater than 25 % of gross sales on an internet market that has abroad funding. That severely affected retailer Cloudtail — a three way partnership between Amazon Asia and Indian funding firm Catamaran — that reached the 25 % mark in April of 2017, curbing gross sales for the rest of the yr.

Regardless of the roadblocks, Amazon is dedicated to India as a result of the nation’s ecommerce market is predicted to develop at a 30 % compound annual fee, to $200 billion by 2026, based on funding financial institution Morgan Stanley. At that time India’s on-line gross sales will nonetheless be solely 12 % of the full, leaving room for loads of progress.

Amazon just lately added six new achievement facilities and 25 supply stations all through the nation. It now has a complete of sixty two achievement facilities in India and presents subsequent-day service in 30 cities. The brand new achievement facilities will specialize within the supply of huge home equipment and furnishings, two quickly rising ecommerce product strains in India.

Amazon has not disclosed the phrases of its supply for a controlling curiosity in Flipkart, aside from it’s prepared to supply a breakup charge of $1 to $2 billion, in response to Indian enterprise analysts. A breakup charge is paid to the opposite get together if the deal doesn’t shut or the aspect providing the payment backs out of talks.

As for Walmart, the corporate is trying to bolster its ecommerce efforts in India by way of acquisitions. Walmart has reportedly accomplished its due diligence and is hoping to accumulate a stake of at the very least fifty one % in Flipkart with an funding of $10-12 billion.

Flipkart would presumably profit from Walmart’s expertise in logistics and provide chain administration. Walmart operates Walmart India Personal Restricted, an entirely owned subsidiary of Wal-Mart Shops Inc. Walmart India owns and operates 20 Greatest Worth Trendy Wholesale shops, a membership-based mostly brick-and-mortar chain, in eight states in India.

Walmart is seen because the extra possible acquirer of Flipkart as a result of Amazon and Flipkart collectively management about eighty % of the ecommerce market in India. Amazon would presumably face scrutiny from India’s Competitors Fee because it might monopolize ecommerce within the nation if the deal goes by means of. Walmart has been desirous about Flipkart on and off since a minimum of 2016. However an precise funding is extra probably now to thwart rival Amazon.

Etsy Wholesale

Etsy intends to abandon its brick-and-mortar partnerships.

Etsy intends to desert its brick-and-mortar partnerships.

Etsy Wholesale, established in 2014, permits Etsy retailers to promote their wares at premier brick-and-mortar retailers, together with Macy’s and Williams Sonoma. Nevertheless, Etsy has apparently deserted this effort, alienating many collaborating retailers. Etsy reportedly stopped speaking with these Etsy Wholesale sellers a while in the past, and the corporate has lastly admitted it’s more likely to finish this system.

Some sellers are shifting to an alternate website, Indigo Truthful, which was based in 2017, and states it has over 25,000 retailers and boutiques signed up. Whereas the brick-and-mortar effort generated income for sellers, it didn’t contribute a lot to Etsy’s backside-line. Its new C.E.O., Josh Silverman, isn’t a fan of this system.


Adidas, the German sportswear firm, plans to shut one hundred seventy branded shops this yr after closing 220 final yr, principally in Europe. Adidas operates 2,588 bodily shops, together with manufacturing unit retailers.

C.E.O. Kasper Rorsted said that the web is “an important retailer we’ve on the planet,” based on the Monetary Occasions, which additionally reported that Rorsted’s aim is to greater than double ecommerce gross sales over the subsequent two years. The corporate plans to spend virtually $1 billion in 2018 on logistics and infrastructure to help on-line gross sales. Adidas’s ecommerce gross sales grew fifty seven % in 2017.

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