Google’s three-year-old flagship event, the Great Online Shopping Festival (GOSF), scheduled to start in December every year, has been put to bed for good, owing to the already existing festive sale offers run by all major e-commerce firms.
“When we started out we never thought it would go on for three years. We thought, let’s start and see what happens. But the interest from consumers, online players and merchants was so that we thought let’s continue this and see where it goes and what impact it creates,” Nitin Bawankule, industry director — e-commerce, local & classified, Google India, told FE. He added scrapping GOSF was not a last-minute decision, but something that needed to be done. “It was just a matter of time.”
Last year, Flipkart had opted out of the GOSF event to focus on its own mobile app festive sale. Rohan Bhargava, co-founder, CashKaro, said, “Though we knew Google was debating about whether to go ahead with GOSF this year, we were a little surprised with the news. The festival had gained popularity as it bought key players under one roof and offered discounts and deals across partner retailers to attract new users.
Also Flipkart, one of the largest marketplaces opting out from GOSF in 2014, was an indication in itself that the pace of e-commerce has already gained momentum and doesn’t need a specific festival sale in a year to get the best deals.”
Referring to the existing and running festive period sale by e-commerce companies since October, Bawankule said, “I think all the players are now strong enough to do this on their own. Our job of creating the eco-system is done.”
He said, “Earlier you could count the number of merchants ready to sell online on your fingers. That was the condition of e-commerce eco-system then.”
In their attempt to acquire customers and market share, online marketplaces such as Flipkart, Snapdeal, Amazon, Shopclues, Paytm, etc. have gone head-over-heels during this festive season with steep discounts. These festive day sales are much bigger now in terms of number of days they run for and the number of products and merchants available.