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Walmart plans to take a 75% stake in India's online retailer FlipKart for $15 billion. The move comes as Amazon is making an an effort to invest heavily in online sales in India. Amazon plans to invest $5 billion and is making strong gains in the growing Indian online market. This is expected to give Amazon about one third of its revenue growth in the next 3 years. The move by Walmart is seen as a defensive one against Amazon's efforts.

Walmart has 21 Best Price wholesale stores in India which it started in 2009. Foreign owned companies can only sell their own products under Indian rules and this makes it harder for Walmart. Online retailing is away to get around this restriction to sell many products and brands. India is growing in online retail with $35 billion estimated for 2019 by Forrester, this compares with $935 billion in China and $459 billion in the U.S.

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Flipkart, India's largest online retailer, was started by 2 Amazon executives in 2007. Flipkart has 22 million registered users and hosts 3000 merchants selling products ranging from electronics to clothing. Flipkart sales reached $1 billion in the last 12 months. In July 2014 Flipkart raised $1 billion from a group of investors including Tiger Global Management, Morgan Stanley Investment Management, Singapore's sovereign wealth fund GIC. This follows the raising of $210 million in May 2014 from a group of investors led by DST Global, a Russian investor. Competitors include Amazon and eBay backed SnapDeal. Funds raised will be used to hire more engineers and improve mobile technologies, as over half of sales are made on mobile phones. India's online retail market is expected to grow 11 fold to $23 billion by 2018, according to Nomura brokerage firm. Flipkart earns money by charging merchants a fee for products sold on its online website.

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Lim Chow Kiat, chief investment officer of GIC Pte. Ltd, Singapore's sovereign wealth fund, says he sees returns on financial assets in developed markets being much lower in future years, including possible negative returns, because of a sharp runup in recent years and changing monetary policy. He sees more opportunities in emerging markets because of younger populations and opportunities from overhauls to economic structures and behaviour. He says he will still look for opportunties in developed country companies that have significant international expansion. GIC invested $1 billion in Indian online retailer Flipkart recently, $680 million in Bank of the Philippine Island, and $1.3 billion in the Time Warner Center building in New York along with Abu Dhabi Investment Authority.

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For online retail startups in India logistics costs are high because of India's poor transportation system. Logistics costs take up about 30% of net sales in India for retail internet startups compared to 11.7% for Amazon in the U.S. in 2014. Alibaba splits shipping costs between merchants and buyers.

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Amazon is tackling the Indian market by addressing the need of rural shoppers in all parts of India- home to nearly 800 million people. Here WSJ shows how this works with a customer in Dhowachal, in the northeastern state of Assam, who had no access to stores except by travelling for hours to the nearest town.  The customer is a teacher who received an Amazon delivery of pairs of jeans, socks, curtains, glasses and other items. Rural shoppers in India spent about $400 billion in 2017. Barclays estimates Amazon had $7 billion in gross merchandise sales volume in India in 2017, about 2% of what it does worldwide. More than 80% of customers in 2018 are from outside India's largest cities.  To do this Amazon has changed its app to work on cheaper smartphones and patchy cellular networks, added hundreds of thousands of Indian language descriptions of products and videos. It has also opened physical Amazon stores to teach people how to order online. Tens of thousands of distributors were added to deliver packages and take cash or digital payment. Amazon is spending $5 billion in India to set up a logistics network and warehouses, including staff and content development for Amazon Prime. In doing this Amazon has learned from China where Alibaba and other online retailers have grown seven fold by reaching rural areas. Amazon could not compete with Alibaba in China. In India Amazon has no strong local competitors like Alibaba. It is learning how to operate in India. The app offer tips on how to order, no email is needed, only a phone number, machine learning translates all descriptions into Hindi. Icons work well. A digital wallet lets customers without bank accounts or cards to pay or get money back. Amazon is investing aggressively using an advertising campaign and discounts to pass Flipkart which WalMart bought for $16 billion in 2018. Amazon is trying new ideas in India's situation where small stores often closet sized sell a limited number of products often going through multiple middlemen resulting in high prices. Amazon is now enlisting these small stores as package depots in its own unique distribution network. The small store gets an 8-10% commission on sales for helping guide shoppers make a purchase. In Amazon's unique "I Have Space" program 20,000 mom and pop stores in remote areas of India offer to take packages and deliver in neighborhoods for a commission. They get a uniform, a bag and a week of training. Many of these store owners know the addresses in their neighborhood having lived there a long time. The entire effort shows Amazon has adapted its delivery effort, logistics and payment systems to Indian conditions in a well planned way. Compare this to the failed effort by Apple in India, with high management turnover and lack of understanding of Indian conditions and pricing, and no real plan to tackle the Indian market.     ...