As the three waves of Amazon India’s Great Indian Festival, spanning the month of October, comes to an end, the company claims that it has become the most visited shopping destination this festive season with customers from 97 per cent of India’s serviceable pin codes placing at least one order using PCs or mobile phones.
The compnay has sold nearly three times more products this October than in the same festival month last year and said that it has experienced the biggest ever festive season since launch in the country over three years back.
“With over 97 per cent of serviceable pin codes in India ordering everything from mobiles, TVs, large appliances, to home décor, door mats, furniture, sports equipment and everyday essentials, and choosing to pay for the convenience of Prime offering unlimited free next-day guaranteed delivery, this festive season marks the inflection point for e-commerce in India,” VP and Country Head, Amazon India, Amit Agarwal said.
The company which conducted its festival season sales in three phases during October, almost matching its arch-rival Flipkart’s dates said that it was the most visited destination both on desktop and m-site.
“We were also the most downloaded app during festive season, which reflects in the ranking on both Google Playstore and iOS as the Number 1 Shopping App. Industry recognized 3rd party tools like SimilarWeb and App Annie corroborate these trends,” Amazon India said.
The company which sold 15 million units in the first phase of its Great Indian Sale (October1-5) didn’t elicit on the number of units sold overall during the festival. While Flipkart sold 15.5 million units in the first phase of its Big Billion Day sale (October 2-6).
While traditional favorite categories like smartphones (2.9X), large appliances (11.4X), overall fashion (3.1X) continued to generate great customer traction, newer categories showed unprecedented growth during Amazon India’s sales. Some of the big growth drivers were household consumables (7.1X), grocery ( 4.3X), furniture (11.8X), luxury beauty (46X) and gold jewelry(8.2X)
The company also saw the broadest cross category purchases in this season. More than 40 per cent customer shopped with Amazon.in multiple times during the festive season, across multiple categories. Two of every five customers who bought Electronics and Mobile phones also bought in multiple other categories like kitchen, apparel, shoes and daily essentials