Amazon India Dismisses Flipkart’s Victory in Festive Sales Battle this Year

• The report by Redseer Consulting says ‘The Big Billion Days’ by Flipkart group, including Myntra and Flipkart, accounted for 68% of sales.
• Online shoppers have nearly doubled over last festive sales to 52 million this year, of which 30 million are from tier-II cities.
• In a similar event last year, Amazon had dismissed the claims made by Redseer consulting.

The U.S.-based e-commerce giant Amazon India has once again dismissed claims made by RedSeer in its report on the festive season sales.

The report by Redseer Consulting says ‘The Big Billion Days’ by Flipkart group, including Myntra and Flipkart, accounted for 68% of the overall sales in the first week i.e., Oct. 16-21, declaring Flipkart as the clear winner.

On the other hand, Amazon, which hosted the ‘Great India Festival’, could only capture about 32% of the total gross sales during the period.

In response to the report, an Amazon spokesperson has reportedly said, “We cannot comment on speculative reports without transparent methodology. The Great Indian Festival has given lakhs of sellers and hundreds of brands their festive season on Amazon.in.”

The report also notes that goods worth $4.1 Bn (Rs 29,000 Crore) were sold on e-commerce platforms during the week-long festive sale, representing a 55% increase from last year’s $2.7 Bn gross merchandise value (GMV).

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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, Redseer said. But that lowered the overall average order value to Rs 5,500 from Rs 6,800.

Last year too, the RedSeer report had found Flipkart to have won the sales battle, accounting for over 64% share. Amazon had dismissed these claims at that time as well.

Flipkart and its subsidiary Myntra are holding two festive season sales this year, of which the first ended on October 21 and 22 respectively. The company will now resume its Diwali sales from October 29 onwards for a week.

Amazon, on the other hand, has decided to hold a month-long festive season sale for the first time this year.

Meanwhile, Flipkart-owned Myntra had claimed that it registered a 100% growth in orders received. According to the company, 45 Mn customers visited the company’s portal out of which 4 Mn shopped 13 Mn items during the ‘Big Fashion Festival’ sale that concluded on October 22.

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