iWorld
How Amazon, Flipkart performed in 2020
KOLKATA: The stringent lockdown during the early phase of the Covid2019 pandemic brought about sea changes in consumer behaviour in India. E-commerce was one of the sectors which emerged as beneficiaries thanks to first time online shoppers and increasing online payment. Among the leading players, both Amazon and Flipkart grew substantially.
While Amazon started the year 2020 with a substantial lead on penetration, Flipkart has closed in by December. Both etailers grew reach, as more consumers shifted online during the age of social distancing. However, Flipkart’s 20 per cent growth left Amazon’s five per cent growth, although on a much larger base, looking low, a report from Kalagato said.
Moreover, e-commerce penetration has deepened across the board. Interestingly, the highest growth was seen among older customers of 45+ age group and the 35–45 age group to a lesser extent. The former category has the potential to unlock further growth for the sector, as it still remains the most under penetrated segment. Data from the research firm also showed that this is the cohort where the gap between Amazon and Flipkart is the biggest.
From the transacting/paying customers, Flipkart performed better in the year. While the Walmart-owned online retailer started 2020 on a stronger footing than Amazon, the platform has come out on top through the pandemic as well, the report added. Amazon grew transacting reach by 1.5X, while Flipkart doubled it during the year. The growth was sharper among females, tier-3 towns and older customers.
Flipkart with higher open rates and time spent also led in average transaction value per customer at 12 per cent higher order values on average than Amazon, and a whopping 30 per cent lead during the festive period – October 2020. But an Amazon customer orders 30 per cent more frequently than a Flipkart customer, highlighted the report. The better loyalty of Amazon customers have been attributed to holistic bundled service including Prime Video content.
The report added that Flipkart would need to work on greater reach and desirability, whereas Amazon needs to move its inactive base into transacting customers. Moreover, the entry of Reliance Industries with Ajio and JioMart and the Tata Group with TataCliq and its investment into 1MG and BigBasket has made the competitive e-commerce space more complicated.
iWorld
Amazon MX Player launches free micro-drama destination Fatafat
New platform offers serialized short-form stories with Munawar Faruqui campaign.
MUMBAI: Amazon MX Player just made micro-dramas free because the only thing shorter than the episodes is now the price tag (zero). Amazon MX Player has launched Fatafat, India’s first completely free premium micro-drama destination, giving mobile-first audiences access to fast-paced, serialized short-form stories without any paywall. Designed for quick viewing bursts, Fatafat features a growing catalogue of romance, drama, thriller and youth-led narratives in bite-sized episodes that are instantly bingeable. Unlike most micro-drama platforms that charge for access, Fatafat removes the barrier entirely, expanding the format’s reach across India.
The launch is supported by a humorous digital campaign fronted by comedian-actor Munawar Faruqui. The spots playfully highlight how small spends on paid micro-drama apps could be better used elsewhere, positioning Fatafat as the smarter, no-cost choice for engaging entertainment.
Amazon MX Player head Karan Bedi said, “Our vision has always been to make premium entertainment accessible to everyone, free of cost. With Fatafat, we are extending that promise to the rapidly growing micro-drama category quick, engaging and mobile-first while remaining completely free for viewers across India.”
Amazon MX Player head of content Amogh Dusad added, “Micro-dramas open up exciting creative possibilities for storytelling. With Fatafat, we are building a diverse slate of serialized stories across genres while keeping the experience fast, engaging and accessible to viewers everywhere.”
Munawar Faruqui said, “Today’s entertainment landscape is defined by content that is fast, engaging, and instantly accessible. Shooting for the campaign was a thoroughly enjoyable experience, especially as the scenarios felt incredibly authentic and relatable.”
Fatafat will continue to expand its library with several new titles in the coming months. The destination is available to stream for free on the Amazon MX Player mobile app.
In a country where attention spans are shrinking faster than episode lengths, Amazon MX Player isn’t just joining the micro-drama party,it’s throwing the doors wide open and telling everyone the snacks (and stories) are on the house.
