Expectations were high this Diwali season for both online marketplaces and the sellers selling on these platforms. With promises of ‘the best’ offers to customers, some were quite a success while some like Flipkart had to face the brunt of many.

Who reached the expected sales figures? Or who achieved part of their targets?

At Browntape we saw some interesting data to share.

A survey by Assocham predicted a 350% growth in online sales in India this Diwali season. Aside from the convenience of online shopping, consumers are more inclined towards it now due to the unbeatable discounts and abundance of choices at their fingertips. In the past year, many clothing, accessories and footwear brands have made their entry in the ecommerce space to be accessible to customers from all parts of the country.

Promotional offers by online marketplaces

Snapdeal was already reaping in benefits with the Bigg Boss, hugely popular with the masses. Probably of the highest duration, the Snapdeal Diwali sale was on from Sept 15th to Oct 25th. The sale, coupled with the rigorous marketing campaign (including multiple TV ads featuring major TV and cinema artistes) brought in a 100% surge in sales.

Flipkart wanted to make history with its Big Billion Day on October 6th, but all that came out of it was the flak from all sides and the question in everyone’s minds- Who actually gained from the Big Billion Day?

Amazon played it safe; whether it was because of Flipkart’s debacle we can’t be sure. Amazon’s Diwali Bumper Sale was kickstarted with a disclaimer on its ads that offers would be valid on select products and brands only, and that too while stocks lasted.

How much did online sellers gain with Diwali sales?

Based on the orders received by Browntape’s sellers on the days leading to Diwali, sales picked up on the days leading to Diwali, with highest sales recorded just 2-3 days before Diwali.

Interestingly, Flipkart seems to have attracted maximum sales despite the Big Billion Day disaster. Is that an indication that Flipkart bounced back from it with better offers and better control on stock?

Amazon had its Diwali Dhamaka sale from October 8-16th, when it reportedly had a two-fold surge in its traffic on the first day itself. Flipkart generated ten-fold traffic for its Diwali sale. Flipkart has established itself as a brand synonymous with deals and discounts

Who burst the bubble?

While we did not face any issue with our packages to customers, many etailers and customers were miffed with the problem of delayed deliveries this Diwali season. Yet another indication of the need for logistic companies to scale up and match up to the growth of ecommerce, many packages were left piled up in warehouses.

Many customers even refused to accept deliveries as their packages reached later than the intended date or Diwali. The sellers lost out in this mess-up by the logistic companies. Would the sales figures have been more if the deliveries were on track? Maybe yes.

Most etailers were of the opinion that their sales were particularly good this season and they did not have to face confiscation or taxation issues, unlike previous instances.

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