OnePlus Shifts to Online-First Sales in India

OnePlus, the Chinese smartphone maker known for delivering high-end devices at competitive prices, is undergoing a major strategic overhaul in India, its largest market, by shifting to an online-first sales model while expanding its after-sales service network. The changes, announced amid swirling rumors of a broader global retreat, come as the company prepares to launch its Nord 6 smartphone next month.

In a move to streamline operations, OnePlus has directed the closure of partner-run exclusive stores across India by March 31, retaining only three company-owned outlets for product demonstrations. Sales will pivot primarily to digital channels, including e-commerce platforms like Amazon and Flipkart, as well as the company's official website. This hybrid approach to retail, which previously balanced physical and online presence, is being reoriented to emphasize direct-to-consumer engagement, a strategy that echoes OnePlus's early days of invite-only flash sales a decade ago.

To address potential customer concerns over reduced physical access, OnePlus is bolstering its support infrastructure. The company plans to increase authorized service centers from around 400 to more than...