Amritsar, NFAPost: With a whopping 70 billion views during the six days of the Big Billion Days sale, e-commerce giant Flipkart recorded almost 50% growth in its number of new customers as against the sale days of last year.
This brought the Bengaluru-based company an inch closer to its aim to bring the next 200 million consumers to the e-commerce fold, the company said.
Flipkart had its annual festive sale between 29 Sep and 4 Oct, and the company said that it witnessed record sales during this flagship event.
The significant growth in sales were aided by customers and sellers from tier 2 cities and beyond, it said adding that more than 50% of its buyers were from smaller cities and towns and that sales from tier 3 cities jumped by 100% on year.
“We take immense pride in making e-commerce more inclusive through the introduction of some top categories which during this festive season, have been able to cater to the needs of Tier 2 markets and beyond.”Flipkart Group Chief Executive Officer Kalyan Krishnamurthy
The company has been focusing on bridging the gap between “Bharat”(tier 2 cities and beyond) and India and according to the experience during this festive season sale, it feels that Bharat has moved closer to India in more than one way.
“… Whether it is the uptake of the Hindi interface or the adoption of our affordability constructs, engagement constructs like gaming, consumers have engaged with brands they love like never before,” Krishnamurthy said.
During Flipkart’s Big Billion Days sale, 50% of its top sellers recorded a growth three times of that in 2018 sale days.
The company said during the first two days of the six day sale around 25,000 of its sellers crossed their total sales of 2018, which was a five-day festive sale.
Fashion category lead the robust sales growth this year with 40% of all new customers coming to the platform through this category.
The category recorded a sales growth of 70%, as compared to sales in 2018, with 15 apparels, 7 shoes, and 5 accessories being sold every second, the company said.
The company said that women customers contributed 45% to the overall fashion category sales. The Flipkart Fashion Originals portfolio saw a growth of over 100% as compared to sales in 2018 Big Billion Days.
Mobiles and Electronics
During the Big Billion Days sale more than 20 models of mobile phones sold over 100,000 units each, which according to Flipkart is a first for any such event.
“At the start of early access in TBBD‘19, there was a 1.5X spike in users, which reflects an eager anticipation for mobiles during TBBD‘19,” the company said in a statement.
Large appliances sales growth was driven by Tier 2 and 3 cities with nearly 50% of sales coming from cities such as Nellore, Sale, Dehradun, Muzaffarpur, Mysire and more, the company said.
The company said that two times of the customers chose for exchange offers, which indicates the desire to upgrade to high value appliances. It also said that one in every 10 orders came from a new delivery pin code, which also included a delivery to a village called Tezu in Arunachal Pradesh, that lies 100 kms from Myanmar-China border.
The company also recorded an overall growth of 50% in new customers in the Electronics category. It said that 34 electronic accessories were sold every second during the early access for the Big Billion Days sale this year.
According to Flipkart, Apple SmartWatches earned over a month of their India business only in the first six minutes of the Big Billion Day sales.
Transactions through affordability constructs such as EMIs, Flipkart Pay Later and Cardless Credit saw an increase by 70% during the Big Billion Days sale this year as against the corresponding sales last year, the company said.
This year the number of customers using Flipkart Pay Later was twice as that in 2018 festive sales, the company said adding that one in every three customers who purchased in the large appliances category used an affordability option such as EMIs.