Free Press Journal

Festive Furore: ‘Tis the season for the annual war of sales, online


Mumbai: Most newspapers and TV channels have been painted blue and yellow by two major e-commerce platforms in India. This is part of the annual cut-throat festival sales offered by Flipkart and Amazon India. Today, it has more or less become an annual ritual before Diwali and Dussehra. And the fever is catching — it has now spread to other e-commerce platforms as well.

While Flipkart’s ‘The Big Billion Days’ will end on October 14; Amazon’s Great Indian Festival will conclude on October 15. According to the consultancy firm Redseer, the e-commerce industry is likely to sell products worth US$3 billion by the end of the five-day festive period. As of October 11, the industry had already crossed the US$1.5 billion mark.

This year, Jay Singh, a media professional, purchased products during the sale for the first time. He said, “I needed a few things and they were on my wish list for quite some time. I have been monitoring those products and as soon as I saw an offer with those products, I bought them. Apart from the product-related offer, Amazon was providing a discount for SBI card users and also some Amazon pay balance.” An Amazon spokesperson stressed they had come with programmes like Amazon Pay EMI, no-cost EMI on debit and credit cards and exchange to lure customers.

The spokesperson added, “Customers can save more while shopping and not feel constrained by budgets this season.”Jaipur-based Tanuja K, a Flipkart customer, has bought products worth around Rs 20,000. She said, “I enjoy using Flipkart mainly because of its interface and secondly, it had great discounts on the products that I wanted to buy.” However, there have been some complaints about Flipkart’s delivery service. While Flipkart did not share its comment on this, Tanuja added she had never faced any delivery issue with Flipkart.

While these two biggies might be stealing the limelight, there are some other players in the e-commerce space too, trying their luck during this festive sale. A cross-border e-commerce platform, Club Factory, is also offering a ‘Club Diwali Sale’, also scheduled from October 10 to October 14, 2018. Flipkart-owned Myntra and Jabong are not far behind in this war of sales. According to Criteo’s findings, which are based on an analysis of 90 million retail shopping transactions made in India last year, sales peaked to 128 per cent in the weeks leading to Diwali. In this sale season, mobile phones will top the sales category, with an expected sale of 4.6 million units worth US$800 million, according to a Redseer report.

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