Small Towns Help Flipkart Extend Lead Over Amazon In Festive Sales Battle.
                     SMALL TOWNS HELP 
FLIPKART EXTEND 
LEAD OVER 
AMAZON IN FESTIVE 
SALES BATTLE
INTRODUCTION
• Walmart Inc.-owned Flipkart extended its 
lead over Amazon Inc. during the first week 
of online festival sales fueled by record 
number of first-time buyers and sellers from 
small towns.
Source: bloombergquint.com
BIG BILLION DAYS
• According to report the ‘Big Billion Days’ by 
Flipkart group, including Myntra and 
Flipkart.com, accounted for 68% of the 
overall sales in the first week (Oct. 16-21). 
• High share of tier-2 shoppers and wide 
product offerings, the consulting firm said in 
a report, helped the online retailer maintain 
its leadership.
Source: bloombergquint.com
AMAZON
• Amazon, which hosted the ‘Great India 
Festival’, could only capture about 32% of 
the total gross sales during the period. 
• The U.S.-based e-commerce firm, for the 
first time this year, has extended the event 
to a month against the usual practice of 
holding up to three sales leading to the 
Diwali festival.
Source: bloombergquint.com
INCREASE IN ONLINE SHOPPERS
• Online shoppers have nearly doubled over 
last festive sales to 52 million this year. 
• About 60% of the shoppers, or 30 million, 
came from tier-2 and beyond towns. 
• But that lowered the overall average order 
value to Rs 5,500 from Rs 6,800.
Source: bloombergquint.com
FESTIVE SEASON
• The festive season sale is crucial for e-
commerce firms as they generate nearly a 
third of their annual sales from this event. 
• And the first week accounts for 60% of the 
overall festival sales done. 
Source: economictimes.com
TIER-2 SHOPPERS
• This year e-commerce firms are expected to 
ratchet up nearly $7 billion in the overall 
festive sales.
• This was the year of tier-2 shoppers and 
Flipkart has been able to accelerate its 
strength and garner more market share, 
compared to Amazon, which is stronger in 
metros.
Source: Inc42.com
NEW APP INSTALLS
• As per the report Flipkart clocked around 3.5 
million new app installs this year, a 71% 
jump from last festive season. 
• That compares with Amazon’s 77% rise in 
new app installs to nearly 2.5 million during 
the period.
Source: bloombergquint.com
CASHBACK, EMIS OFFER FESTIVE 
SALE PUSH FOR ‘BHARAT’
• To cater to Tier 2 and Tier 3 India or ‘Bharat’ 
as it is called these days, the companies 
launched initiatives such as Flipkart’s no-
cost EMI for shoppers who do not have credit 
cards and Amazon’s Project Udaan, under 
which the company had partnered with 
small stores like StoreKing and Vakrangee 
where shopkeepers helps customers shop 
online in rural areas.
Source: inc42.com
FASHION AND TECH RULE ON 
FLIPKART, AMAZON
• The economic slowdown doesn’t seem to 
have impacted consumer appetite for the 
sales, particularly in the fashion category. 
• The platform had thrice as many 
transactions during the early access period, 
as compared to last year.
Source: bloombergquint.com
CHINA AND THE US STILL LEAD 
THE WAY
• While the Indian ecommerce market is 
definitely booming in the festive period, the 
revenue generated in India is still a fraction 
of what happens on big shopping days in 
China and the US.
Source: inc42.com