The five day long festive season sale period which ended on Thursday, saw the combined sales of e-commerce players at around R6,500 crore, up 20% over what they clocked in a similar sale period last year. Flipkart’s total gross merchandise value (total transactions on its platform) came at around 2,200-2,300 crore during this period, which was an increase of 10-15% over what it clocked last year.
Similarly, Snapdeal’s GMV stood at R800 crore up 7% over last year’s. Amazon India’s GMV stood at R1,550-1,650 up 41%.
“While Flipkart focussed on selling electronic items to increase its GMV as the price of electronic goods like mobile phones is higher compared to Fast Moving Consumer Goods (FMCG), Amazon concentrated on selling habit-forming products like grocery so that a consumer continues to come back to shop online,” said a senior analyst.
A total of around 35-40 million units across categories got sold during the sale period. While Amazon India claims to have sold 15 million unit, Flipkart is estimated to have sold another 9-10 million unit. According to Snapdeal, it has sold 11 million unit during the sale period. In terms of categories, unlike last year when electronic items including mobile phones and large appliances, followed by fashion and lifestyle products, got notched up in large volume, this year, consumers mainly bought consumable products such as FMCG goods, besides kitchenware items, apart from fashion and lifestyle products.
According to industry estimates of the total units sold by e-commerce firms, in terms of volume 50% was consumable products, followed by fashion and lifestyle products at 30% and electronic items at 20%.
But in terms of value electronics category continued to contribute to 50% of the GMV followed by fashion and lifestyle at 30% and finally consumable products at 20%.
For Amazon India mobile, fashion and lifestyle and FMCG were the other top selling categories on the platform during the sale period. “The trend continued to remain same in smaller towns. Under project Udaan, mobile phones, diapers and subscription of Amazon Prime, were the high selling products,” said Amit Agarwal, country manager, Amazon India. Amazon’s shopping initiative called Project Udaan allows shoppers who do not otherwise have access to the Internet to shop online. Even as the five day sale period has officially ended, e-commerce firms are now gearing up for another round of sale, which will be launched before Diwali.