Flipkart Vs. Amazon: Here's What The 'Big' E-Commerce Battle Reveals [Infographic]

by CXOtoday News Desk    May 19, 2017


Game on. The past few days saw e-commerce leaders and long-standing rivals Flipkart and Amazon, battling it out in the online space by launching special sale campaigns. For Flipkart, which is celebrating its tenth anniversary, the Big 10 Sale from May 14 to May 18 has given the company business equal to the non-sale business it sees in a month and Amazon too witnessed its biggest fashion sale ever during their Great Indian Sale from May 11 to May 14, the companies mentioned in separate statements. What also becomes evident is that discounts [both in the online and offline space] can be a major driver behind high-volume sales and acquiring customer loyalty.

Smrithi Ravichandran, Senior Director at Flipkart, said in a statement, “Flipkart’s Big 10 Sale is a grand commemoration of all the love and support we have received from our customers over the last decade. Over the past 10 years, we have relentlessly innovated on all our products and services to offer customers an envious selection across product categories. This has helped us connect with our customers from every nook and corner of the country, and the response has been overwhelming.”

Reads more: Why M-Commerce Is The New E-Commerce

During the Big 10 Sale, Flipkart, which started the sales campaign right after rival Amazon’s sale, claims to have exceeded its set sale targets of five times that of any normal day. Together, Myntra and Jabong, both owned by Flipkart, saw sales jumping nearly three times of a normal day during the Big 10 Sale, according to a press release. Flipkart’s digital wallet PhonePe witnessed a thirtyfold increase in usage. Over two lakh customers transacted for the first time using UPI in a single day, according to the release.

Amazon, too, had claimed that it experienced a significant growth in number of online buyers coming to its platform between May 11 and 14. “We are amazed and humbled at the response to the Great Indian Sale. It surpassed our expectations in prime member subscriptions, new customer acquisition, and set new sales benchmarks,” said Manish Tiwary, Vice President- Category Management, Amazon India.

The mobile Indian

It comes as little surprise that 90 percent of traffic coming from mobile sales. It also indicates the soaring demand of mobile phones, especially smartphones in the country. Enjoying a strong hold in the electronics and mobile phones category, Flipkart claims that the sale of smartphones in the first 24 hours of going live has been the highest sales ever done in one day on smartphones by any retailer in 2017. Flipkart clocked three times more sales than the sales of smartphones done, across both offline and online, in one day in the country, according to a report.

It needs to be mentioned that iPhones led the sales for Flipkart, which had introduced the iPhone7 in the country during their Big Billion Days sale in October last year. Flipkart claims that the number of iPhones they sold in the first 12 hours since the midnight of May 14 was equal to the number of iPhones sold in the whole of India in 15 days.

Read more: Tech Leads The Way For E-Tailers: Voonik CEO

While mobile was one of the top categories for Amazon, apparel was the highest selling product category by units. A majority of top fashion brands witnessed upwards of ninefold growth. Premium watches also did well with brands like Casio clocking upwards of sixfold sales. Amazon also sold twice the number of hard drives than the whole of India buys in a day, it said.

Another interesting trend is that a chunk of people buy through mobile. While for Amazon 72 percent of buyers purchased through PC and 28 percent through mobile, Flipkart saw a whopping 36 percent on mobile and 64 percent on PC. The best part was no majot technical gliches were reported during the mega sale from the companies, unlike previous years, where technology disruptions often caused consumer frustration and etailers [Flipkart] had to face criticism. This shows that the etailers have implemented technology effectively and strengthened their IT backbone so as to keep them stay afloat in the marketplace.

Here’s a look at how the two sales performed from DesiDime.com, an online platform that track sales of ecommerce compares the two etailers sales figures. [Infographic]

big sale