Breaking Down the E-Commerce Traffic: Rise of Referrals

If you’ve been wondering where top e-commerce companies in India like Flipkart, Snapdeal and Amazon get their traffic from, here are some answers. But first, a disclaimer: all the data comes from Similarweb, which may not be 100% accurate, but is a good indicator.

Now, how big are they in terms of monthly unique views?

Ecommerce Traffic 1

If you break up this traffic into direct, referrals, search, social, email and display, the general trend here is quite obvious: referral traffic from price comparison sites and networks is quite a big deal!

Ecommerce Traffic 2

What’s most interesting to note here is the rise of referral traffic. For Flipkart, referrals contribute to nearly 23% of traffic. Myntra gets over a third of its traffic from referrals. For Snapdeal, its 17.82% and for Amazon & Jabong it is 20.21% and 23.03% respectively.

What’s puzzling to us is the absence of couponing sites in referral traffic that are known to be driving a large chunk of traffic. Search includes both organic and paid searches.

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