As per the latest report released on June 2018, it was expected that Indian e-retailers sale would see a sharp increase of 31% to reach $ 32.7 Billion in 2018. With recently concluded sales of Amazon and Flipkart which were christened Prime Day and Big Shopping Days respectively were put to test the above-mentioned report. The Amazon Prime Day lasted for 36 hours from July 16-17 whereas the Big Shopping Days hosted by Flipkart lasted for 80 hours from July 16-19. This was the first sale by Flipkart after the announcement of Walmart’s acquisition of 77% stake in the company in May 2018. After concluding its sale Flipkart claimed that due to its massive outreach ads they helped around 300 sellers to become millionaires.
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In order to regain supremacy in the Indian e-market, both Amazon and Flipkart have started a two-sided battle in the ever-growing industry. On one front is India’s home-grown Flipkart whereas the other side is led by Jeff Bezos who rules Amazon and has undertaken ambitious plans to overtake the Indian e-commerce space. Both the companies have been competing against each other by conducting flagship sales on same dates on every occasion when possible. Interestingly, no one loses in this e-battle despite using every arrow in their quiver.
Flipkart claims that during its Big Shopping Days sale, it managed to generate four times of its daily revenue and was able to sell 2.5 times the daily units it usually sells on an average. If taken into consideration the transaction value, the 80-hour long event generated massive sales which is equal to 15 non-sale days. They were also able to sell as many units as 10 non-sale days. As per the latest reports released by the company, Flipkart saw 150% increase in traffic on its platform. Some of the popular segments where Flipkart offered attractive discounts were: mobiles, laptops, TVs, fashion, furniture, and books, and other household items. The best response in terms of sales during the Flipkart’s Big Shopping Day came from Tier 2 and 3 cities than Metro and Tier I cities. As per the available data 52% of the customers shopped from Tier 2 and 3 cities while sale percentage from Metro and Tier 1 stood at 48%.
Commenting on the success, Smrithi Ravichandran, Senior Director, Flipkart, said, “The success of the sale is a testimony to our customer’s faith in us, making us the destination where India shops. We are overwhelmed to see the RedSeer survey findings that reinstates our commitment and celebrates this success.”
In case of Amazon, India saw for the very first time its Amazon Prime Day sale unfolding. The American giant has brought its global event Prime Day to India and has offered 200 exclusive new product launches, thousands of deals, and video and music selections exclusively for its Prime customers which saw a very good response. During the 36-hour period the company witnessed its biggest Prime day ever. In order to keep up with the demand Prime Day offers was stretched further for one whole week on Prime Music and Video. Amazon was able to lure in new Prime members who joined its Prime program and the results surprised many as it managed to get more members than any week since the launch of Prime in India. On top of that the Prime Videos and Music were appreciated by many which led to Prime Day having highest number of streamers ever.
The senior vice-president and country head of Amazon India Amit Agarwal said that since the company planned to extend its Prime Day to 36 hours helped its customers to utilize their offers with unbeatable deals, access to exclusive new products, and unforgettable experiences. This summarizes how beneficial it could be for prime members to have an unforgettable experience. He further said that the company was thankful to its sellers, brands and content partners who helped to make Prime Day bigger and better.