Dear Flipkart and Amazon, sales are measured in rupees—not Burj Khalifas

Forget revenue and profits, India’s largest e-commerce firms seem to believe the height of Dubai’s Burj Khalifa is a fair metric to measure their performance.

At the end of their annual flagship festive season sales, the online retailers, notorious for their window-dressing metrics like gross merchandise value (GMV) and net promoter scores, measured their success in buildings and mountains.

For example, here’s what Amazon India said about its five-day sale that ended on Oct. 15:

If all...

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