More than a decade after entering India, Amazon faces fierce competition from Walmart-owned Flipkart and local rivals—a challenge the company has encountered nowhere outside China.
Current and former Amazon employees reveal the company's e-commerce difficulties in India, where entrenched competitors have proven more resilient than in other markets.
Amazon entered India's growing e-commerce sector over 10 years ago but has failed to establish dominance. Walmart's Flipkart, acquired in 2018, remains a formidable rival, alongside homegrown players who understand local consumer preferences and logistics challenges.
The Indian market presents unique obstacles: fragmented payment systems, complex logistics across diverse regions, and strong local competition with deep customer loyalty. Unlike other markets where Amazon's global scale proved decisive, Indian incumbents have adapted quickly and invested heavily in infrastructure.
The struggle signals that Amazon's e-commerce playbook doesn't universally guarantee success. India represents one of the company's most significant operational challenges outside China, where Amazon similarly faces entrenched competitors.
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