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Festive sales: How Flipkart, Amazon & Snapdeal fared

Festive sales: How Flipkart, Amazon and Snapdeal fared

Chillicious Bureau

E-commerce firm Flipkart finally managed to inch ahead of rival Amazon by reporting 15.5 million units sold during its Big Billion Day sale as compared to 15 million reported by Amazon.

In an email response, the spokesperson of Flipkart said, “We sold 15.5 million units over 5 days,” adding that it was a 70% growth as compared to same period last year.

The numbers included the sales that happened on Flipkart, Myntra and the recently acquired Jabong during sale period.

Interestingly, this was on the back of 65% of the sales coming from Tier 2&3 cities.

Mobile phones, fashion and consumer electronics and appliances were the top selling categories for Flipkart.

“Our core focus this Big Billion Days was to bring maximum value to our consumers so they shop more for less. Bunch of consumer friendly programs such as no cost EMI (equated monthly installment), product exchange, pre-approved loans coupled with crazy deals made this sale a huge success among our customers,” the spokesperson said.

This was the third Big Billion Days sale run by Flipkart.

Competitor Snapdeal came a distant third with 11 million units sold during its five-day festive season sale – ‘Unbox Diwali’.

While none of the three firms reported the total cost of the good sold, Flipkart on Wednesday said it had recorded sales worth around USD 200 million on Monday, its highest-ever single day sale in the company’s history.

However, according Bangalore-based research firm RedSeer Consulting e-tailers were expected to post a gross merchandise value (GMV) USD 1-1.2 billion during the festive sales period.

The sales happened at the back of massive advertising and marketing campaigns run by the companies ahead of the festive sales.

 Snapdeal spent Rs 200 crore on a 360-degree campaign in the run up to the Diwali festival. There was however no clarity on what percent of this amount was spent only on advertising. Flipkart and Amazon too did not declare their advertising spends.  

However, as per the estimates of research and advisory firm RedSeer Consulting, e-tailers were expected to spend around Rs 400-Rs 500 crore in advertising during October, more than three times the usual money spent in steady state.

According to experts, the top two firms, Amazon and Flipkart remained neck and neck when it came to user experience. 

The Diwali sales has not altered anything from a market positioning view because both the firm have done well, an analyst said requesting anonymity.

This however is not the only sale that will be run during the festival season in India.

It will be followed up by another one around Diwali and then towards the end of the year.

“We will announce the next sale very soon … it is not very far away,” Tony Navin, Senior Vice President, Partnerships and Strategic Initiatives, Snapdeal told