Amazon’s partnership with BookMyShow in India will bring it one step closer to becoming super app, says GlobalData

Following the news that US-based e-commerce giant Amazon has tied-up with online ticket booking platform BookMyShow in India to allow its customers buy movie tickets from within its own app,

Shagun Sachdeva, Consumer Insights Analyst at GlobalData, a leading data and analytics company, offers her view:

“The strategic move alludes to Amazon’s bigger plan of making an aggressive play to become one-stop shop for all online consumer transactions and winning the pole position in India, which is considered to be one of the fastest growing markets. It will not only increase the acceptance of Amazon Pay but also allow both the companies to work together towards their common goal of offering best-in-class consumer experience.

“Seven years ago, Amazon entered the Indian market with a clear ambition to become an aggregator of apps. Given that the Seattle-based web retailer eyeing to emulate WeChat’s business model based on integration of multiple categories such as payments, shopping, food delivery, among others within its messaging app, it is hunting ground to create a strong platform enabling end-to-end fulfillment for customers and allowing them to make various kinds of online transactions ranging from food, hotel stays, cabs, flight booking to movie ticketing.

“The partnership between the two big platforms has come at a time when consumers are increasingly showing openness to the online sales channel. For instance, Amazon India collaborated with Cleartrip recently to offer class-apart travel experiences to consumers. Amazon’s partnership with BookMyShow will undoubtedly bring it one step closer to its dream of becoming super app. On the other hand, BookMyShow can leverage on Amazon’s huge consumer base of of around 150 million to drive online bookings in movie ticketing services.”

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