By Amit Relan
The festive season in India is the official golden period for digital commerce brands. During this time, sales skyrockets as consumers eagerly seek the best deals across various platforms. An analysis conducted by the company has uncovered several key trends from the recent festive sales, including Big Billion Days (BBD) and the Great Indian Festival (GIF).
These insights reveal the evolving trends in strategies by eCommerce giants, shifts in consumer behaviour, and the technology preferences shaping the market. Here’s a deep dive into the trends that were seen during the festive season.
1. Price Dynamics Vary Across Platforms
One of the key trends noticed was the platform-based price optimisation for identical products across eCommerce platforms. For instance, the average selling price (ASP) for the iPhone 15 (128GB, Pink) was lower on Flipkart as compared to Amazon.
This difference in pricing occurred due to the varied discount structure employed by the platforms. On Amazon, discounts are applied to the maximum retail price (MRP), while Flipkart offers discounts on the market selling price which is lower than the MRP. This strategy influences the consumer perception of discounts, making Flipkart more appealing due to better deals even when the actual price difference will be minimal.
2. Early Discounts Influence TV Sales
In the television category, major discounts were offered on the initial days of the festive sales. This strategy effectively attracted a surge in early purchases, with consumers taking buying decisions to avoid taking the chance of losing the best deals before a stock-out.
The “early bird” discounts resulted in a significant rise in sales volumes, especially in smart TVs, creating momentum among customers around the category which sustained throughout the sale period.
3. Exclusive Deals for Prime Members
The analysis also revealed an interesting analysis where additional incentives by Amazon Prime such as coupons offering up to ₹1,500 off on smart TVs during the festive sale impacted positively on their sales. This approach boosted their membership benefits and also drove high sales in premium categories.
Amazon’s focus on leveraging Prime membership perks during the sale underscores its strategy to enhance customer loyalty while increasing average order value.
4. Delivery Timeline: A Key Differentiator
Faster delivery is the neckbreaker for every platform and brand. However, due to the surge in demand during the festive season, delivery time across platforms was hampered. Flipkart experienced delays as a result of the overwhelming number of orders, whereas Amazon maintained a relatively faster delivery schedule.
This difference in logistics efficiency likely influenced the purchase decisions, especially for the time-sensitive buyers who were looking for faster delivery.
5. Better Stock Availability on Flipkart
Despite the delivery challenges, Flipkart maintained superior availability of products in certain categories, especially smart TVs, compared to Amazon. As per the analysis, around a 12% dip in availability was observed on Amazon as compared to Flipkart. This optimised inventory management helped retain customer interest throughout the sale and reduced the instances of “out of stock” frustration.
For brands, this highlighted the importance of strategic inventory planning during peak sales periods to maximise conversion rates.
6. Electronics Dominate Festive Sales
As analysed, electronics remained the top-selling category during the festive season, with high demand for smartphones, smart TVs, and washing machines. The ongoing trend of upgrading to newer models, coupled with attractive discounts, fueled this demand. The growth in consumer interest in the latest technology has become a significant driver of sales in this segment.
7. Strategic Approach to Sponsored Ads
Brands employed different strategies for their promotional activities across platforms. In the smart TV category, premium brands like Acer, Samsung, MI and LG ran sponsored ads on Amazon, occupying 70% of the total sponsored share during GIF. In contrast, Motorola and Coocaa took a more aggressive approach on Flipkart with 40% of sponsored share, leveraging the platform’s discount-driven customer base to increase visibility and drive conversions. This trend reflects how brands tailor their advertising strategies based on platform-specific consumer behaviour.
8. The Rise of Foldable Phones and AI-Driven Features
A significant trend observed during the festive season was the surge in demand for foldable phones, which saw a 50% market growth in 2024. Alongside this, consumers showed a strong preference for smartphones with AI-powered features, indicating a shift towards more innovative and functional technology.
9. Growing Demand for OLED and QLED TVs
The analysis also highlighted an increasing investment in OLED and QLED TVs, as consumers seek an enhanced viewing experience. The superior picture quality and vibrant colours offered by these advanced display technologies have made them a preferred choice during the festive season. This trend suggests a shift in consumer priorities from budget-friendly options to premium products that offer better performance and long-term value.
Quick Tips for Digital Commerce Brands
- Optimize Pricing Strategies: With transparency of prices across platforms, brands can benchmark their own prices against competitors and adjust discounts for maximum impact.
- Plan Inventory Smartly: Leverage data insights to maintain stock levels in high-demand categories and avoid “out of stock” issues.
- Target Early Sale Shoppers: Focus promotions on the first few days of sales to capture early buyers and boost momentum.
- Leverage Platform-Specific Deals: Tailor ad spend based on platform dynamics, using exclusive discounts or coupons to attract targeted customers.
- Enhance Delivery Capabilities: Monitor demand trends and improve logistics to ensure faster delivery during peak periods.
- Utilise Sponsored Ads Wisely: Strategize ad placements by platform to maximize visibility and conversions in competitive categories.
- Track Competitor Moves: Use real-time data to stay ahead of competitors’ promotional strategies and adapt quickly.
Conclusion
These trends cover the strategic approaches adopted by e-commerce platforms, shifting consumer preferences, and the growing influence of new technology. As the market evolves, brands and retailers must stay agile, employing data-driven strategies to optimize pricing, inventory, and marketing efforts in future sales periods.
With the continued growth in digital commerce, understanding these trends will be crucial for brands aiming to capitalise on future festive opportunities and meet the ever-changing demands of the Indian consumer.
The author is the co-founder and CEO, mFilterIt. Views expressed are personal and not necessarily those of financialexpress.com.