Home grown e-commerce company Flipkart is aiming a 5% increase in its market share in the fashion and lifestyle category post the Big Billion Days sale. According to the e-tailer, Flipkart Fashion currently has a 35% market share in the overall fashion and lifestyle category.
“Certain categories in the apparel section like casual denim wear, apart from footwear, perfumes and sunglasses have been very much in demand during the on-going sales period. Moreover, in these categories consumers this time around shopped for brands like Adidas, Vans, Crocs, Superdry, Vero Moda, Only, W, Calvin Klein perfume amongst others,” said Rishi Vasudev, vice-president, Flipkart Fashion.
Vasudev added that on the very first day of the Big Billion Days sale, in the first hour the platform sold nearly a lakh footwear.
The company further claims that the average order value also increased by 2.5-3 times compared to a regular day. According to industry estimates, on a regular day the average order value of fashion and lifestyle goods sold by Flipkart is R700-1000 which during the current sale period has increased to R2,500-3,000.
Being a horizontal player Flipkart is popular for selling largely electronics items and large appliances, however, according to Vasudev this festive season sale, the e-commerce players witnessed a steep rise in demand for fashion and lifestyle branded and semi-branded products.
Of the total traffic generated by the platform, 60% of consumers bought fashion and lifestyle products. Of this, 73% of the business came from the mobile app, while the mobile site contributed 12%. Desktop generated 15% of the business.