Online festival sales: Second time around is twice as nice

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New Delhi | Updated: October 22, 2015 9:02 AM

If you missed buying your favourite mobile, apparel or furnishing item on popular e-commerce sites like Amazon and Flipkart in their recent Diwali sale between October 13 and 17, there’s no reason to despair.

Industry experts and market watchers said that the second phase of the sale will be even bigger than the first one since it is on for fewer days compared with the first phase, and it will be closer to Diwali.Industry experts and market watchers said that the second phase of the sale will be even bigger than the first one since it is on for fewer days compared with the first phase, and it will be closer to Diwali.

If you missed buying your favourite mobile, apparel or furnishing item on popular e-commerce sites like Amazon and Flipkart in their recent Diwali sale between October 13 and 17, there’s no reason to despair. That’s because sale continues on other sites like Snapdeal, Paytm and Shopclues, and even Amazon is going to start a second round of sales between October 26 and 28.

Industry experts and market watchers said that the second phase of the sale will be even bigger than the first one since it is on for fewer days compared with the first phase, and it will be closer to Diwali. “The first sale was more like a precursor to the second sale,” said Sanchit Vir Gogia, chief analyst at Greyhound Research.

More buying happens in the last couple of weeks before Diwali, which falls on November 11, and Amazon is seen to have timed it well.

Gr17

The sale that just went by has brought Amazon India very close to rival and market leader Flipkart in its fight to close the gap over market share. As per online intelligence and analytics company Alexa, Amazon India is just a rank below Flipkart — a week earlier, the difference was of six spots. Alexa ranks companies as per traffic generated by individual websites.

In the recently concluded sale, Amazon’s traffic grew multi-fold. It witnessed a 400% increase in new customers on a daily basis.

Around 65% of orders were from tier-II and tier-III towns and 70% of the traffic was via mobile phones (Alexa rankings don’t include traffic through mobiles). Over a million orders were delivered within a day or by other premium delivery methods. A seller on Amazon also witnessed 8-10 times jump in their daily sales.

The forthcoming sale, analysts said, might break these records and even register a higher growth.

Apart from Amazon, the country’s third-largest e-commerce player Snapdeal has also decided to run discounts up to Diwali. Every Monday for the next few weeks, Snapdeal will run an extended discounts day. For example, on October 19, it ran a special sale on its home and kitchen items. “Million of users try e-commerce for the first time during the festive season and we are delighted to give them a fantastic first experience on our marketplace. Over the last year, we worked single-mindedly to deliver world class customer experience this Diwali,” said Rahul Taneja, vice-president (business) at Snapdeal.

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