Budget 2020

E-commerce sales see rush of new shoppers, mainly from hinterland

BENGALURU: At the end of the first full day of its flagship Big Billion Day sale, Flipkart said half of the new shoppers were from tier 3 cities and beyond. There was a 53% surge in new customers in the home category, while large appliances, and beauty and general merchandise each witnessed a nearly 50% increase in new customers, all from tier 3 cities, the homegrown ecommerce firm, owned by Walmart, said.

Bengaluru-based Flipkart also said that there has been a perceptible shift towards consumers adopting digital payment instruments, with prepaid transactions recording a 75% increase. “One out of every 5 purchases in high-ticket segments like mobiles, furniture, large appliances & electronics were driven through an EMI construct,” Flipkart said in a statement.

Snapdeal, too, said nearly 30% of the total orders on Day 1 of its “Kum Mein Dum” sale were from first-time users, while nearly 90% of orders were from tier 2 and tier 3 towns.

“Our early analysis shows that users have shown a marked preference for buying everyday use products by utilising deals and additional discounts to maximise value for their purchases,” a Snapdeal spokesperson said.

While Flipkart’s early access sale started on October 15 with Friday being the first full day event, rival Amazon’s festive season sale, ‘Great Indian Festival’, is set to start from October 17.

Ecommerce sales over the next 30-odd day period are expected to grow to $6.5 billion – $7 billion, according to estimates by RedSeer and Forrester Research. As per a recent survey by Nielsen, commissioned by Amazon, more than 85% of small and medium business sellers on Amazon India are expecting to reach out to new customers and see increased sales during the festive period.