Amazon nudged past homegrown market leader Flipkart to become the largest e-commerce player in India in July in terms of gross merchandise value. Amazon’s GMV rose to slightly above $300 million last month while Flipkart’s sales were slightly below that figure; third largest player Snapdeal registered gross sales of around $90 million in the month.  It is important to note that Flipkart’s GMV does not include sales from its wholly-owned fashion retailer arms – Myntra and Jabong – and Snapdeal’s GMV does not include sales from its payments arm Freecharge. Nonetheless, this is a noteworthy landmark for Amazon considering it only started operations in the country about 3 years ago. Below we look at the reasons behind Amazon’s fast-paced rise in the Indian e-commerce market.

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