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Flipkart beats Amazon in India's record $8.3bn festive sales

Online bonanza brought to fore importance of small-town shoppers

Flipkart has a dominant position in Indian online commerce but competition is intensifying.   © Reuters

MUMBAI -- Walmart-backed Flipkart Group heavily outsold its rival Amazon by almost two to one as Indian consumers spent a record $8.3 billion online during the main festive retail season.

The online festive sale, which ran from mid-October until mid-November, recorded around 65% year-on-year growth in gross merchandise value -- total value of items -- from last year's $5 billion, according to a report by Redseer Consulting. Customer numbers rose 87% from last year's season to reach 88 million.

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