"“The same products, same merchants, same customers – the only differentiator was price. It was the wrong game to play against Amazon,” says Vaitheeswaran, who feels Flipkart and Snapdeal missed
opportunities to build customer loyalty as early movers.
I quite agree with the man on this. If one looks at retail formats offline - there's a dozen reasons for people to be there - from exclusive brands, to proximity, to "timepass", to relationships in the neighbourhood. For an audience with a dozen stores nearby (except for books, and except in smaller towns), what exactly is the draw?