Mobiles a cell-out in online sale week

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New Delhi | Updated: October 18, 2015 8:17:20 AM

5 phones a second; 5 lakh in 10 hours — cell phone sales achieve new records on all major websites.

Flipkart sold 5 lakh mobile phone handsets in just 10 hours since the sale of mobile phones started at midnight on October 15. Flipkart sold 5 lakh mobile phone handsets in just 10 hours since the sale of mobile phones started at midnight on October 15.

In a country already saturated with mobile phones, it seems consumers can’t stop buying more. If figures from the just-concluded online mega shopping events of major e-tailers — Amazon, Snapdeal and Flipkart — are anything to go by, mobile phones remained the top category in terms of consumer interest and sale.

Amazon India witnessed a three-fold growth in the mobile phones category over the previous big sale event — The ‘Great Indian Freedom Sale’ in August — during The Great Indian Festive Sale held from October 13 to 17. “The mobile phones category exceeded a single day sale in the first hour itself. More than 20% of the phones sold were above the Rs 20,000 price range,” said an Amazon India spokesperson.

Flipkart sold 5 lakh mobile phone handsets in just 10 hours since the sale of mobile phones started at midnight on October 15. This set a record for the highest number of mobile phones sold in India in a short period of 10 hours on any platform, either online or offline.

Flipkart’s ‘Big Billion Days’ also set new benchmarks of 4G adoption in India, as 75% of the mobile phones sold during this 10-hour period were 4G phones. The attractive exchange offers put out by Flipkart also saw good customer interest, as some 25% of the buyers used this offer to upgrade to a new mobile phone.

During Snapdeal’s Electronics Monday Sale event on October 12, which was held a day before its five-day Diwali Sale, five mobile phones were sold every second. The company sold smartphones worth over Rs 500 crore, as per Anand Chandrasekaran, chief product officer of Snapdeal. It was all set to cross $100 million in overall electronics sales that day.

It also recorded a tremendous consumer response with a 17-fold increase in sales, 10-time increase in volumes and a five-fold increase in users, a statement released by the New Delhi-headquartered online marketplace claimed.

A paper published by the Associated Chamber of Commerce and Industry of India (Assocham) on Friday also substantiated the e-tailers’ claims. During the just-concluded festive sale, mobile phone was the most searched category online, followed by apparel, computers and tablets, electronics, home-kitchen appliances, accessories and books, it observed. Mobile phones were also the highest products bought and sold off through the online platforms, it revealed.

Meanwhile, the festive sale week also saw the emergence of new popular categories. At Amazon India, the ‘automotive’ section saw a 450% growth in unit sales over its previous biggest event, The Great Indian Freedom Sale, hosted in August. Bike accessories like helmets (popular brands – Vega and Studds), gloves (popular brands – Probiker and Vega), car and bike covers, air fresheners (popular brands – Godrej and My Shaldan), and lubricants (popular brand — Shell) were some of the top performing sub-categories, as per the Amazon India spokesperson.
Another popular category, the ‘sports’ section at Amazon India, witnessed a 5x jump in unit sales over the daily run rate. “The highest traction was is in the badminton category, which saw an 8x jump in unit sales over the daily run rate,” said the spokesperson, adding: “Besides, the fitness category, contributing highest to overall units in the ‘sports’ department, witnessed 3.5x increase in sales.”

Those who missed the bus need not fret. Snapdeal is continuing its mega festive sales with a special ‘Monday Home Bonanza Sale’ on October 19. There will be more than one million products across all home categories on offer. The discounts will run up to 60% on products across all home-related categories, and on over 500 popular brands, said Rahul Taneja, vice-president, category management, Snapdeal.

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