E-Commerce festive sales – A comparative study over years – Part 4


The Durga Puja and Diwali season are welcomed in India with open hearts and open pockets. This is the time when an average Indian can buy happiness for themselves and their families. The flock of shoppers crowding the brick and mortar retail stores a few years back is substantially moved to online stores and glued to their cell phones and computers for shopping.

Flipkart: the Indian e-commerce’s poster child launched its first Big Billion day sales in the year 2014. The year after that saw the two competitors Amazon and Snapdeal also launch their festive season sales. Though the first big billion days was not a success, it still started a trend.

There were a lot of technical glitches and the e-tailer was unable to handle the exceptional traffic and was left with some dissatisfied and disgruntled customers when Flipkart launched its first ever Big Billion Day Sale, but it has grown ever since. It has played a major role in shaping the industry to what it is today. One of the many initiatives taken by Flipkart was cash on delivery services, which was a game changer. “We focus on making more great quality products affordable and accessible, along with bringing online brands like Lenovo, ASUS, and Motorola exclusively on Flipkart. Even in fashion, we brought in many footwear brands into partnerships,” says Samardeep.

In the year 2016, Flipkart launched no cost EMIs on products with the ticket size of more than INR 5000. Now, 30% of the big ticket items are sold under this scheme. From these early initiatives, Flipkart has come a long way to launch ‘Flipkart Assured’ services. The objective is to make great quality products accessible and affordable. This service makes it possible to deliver products faster even during the festive sales rush.

Devashish Naik, Category manager of Browntape Technologies says, “Over the past 3 years, we have seen a 1.5x increase in sales YOY during the festive season period. It is a time when ticket sizes increase and both niche and regular product categories get a boost. In addition to bulk orders from customers, there is also an increase in the demand for gifting products and gift-wrap items. Marketplaces plan some category-focused promos, which translate into equal opportunity for all categories.” (Source: indianonlineseller.com)

We can infer from below details that how much Indian e-commerce has evolved during, and because of the festive sales.


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