Amazon is selling nearly as many items as Flipkart even as India's largest online retailer outpaces the American company on the total value of goods sold in a market where Alibaba-backed Paytm Mall and Shop-Clues are jostling for third position. Snapdeal, backed by Japan's SoftBank, which was India’s third-largest online retailer, has slipped to fifth place in terms of volumes, signalling the tumultuous change underway in one of the world's fastest-growing markets for digital commerce. 
 

Amazon is selling nearly as many items as Flipkart even as India's largest online retailer outpaces the American company on the total value of goods sold in a market where Alibaba-backed Paytm Mall and Shop-Clues are jostling for third position. Snapdeal, backed by Japan's SoftBank, which was India’s third-largest online retailer, has slipped to fifth place in terms of volumes, signalling the tumultuous change underway in one of the world's fastest-growing markets for digital commerce.