App sale

1.6 million users per second on Flipkart app as ‘Big Billion Days’ sales kick off

Despite worries about inflation and discretionary spending, millions of shoppers went online to grab special deals as e-commerce companies, such as Flipkart, Amazon, Meesho and Myntra, began their most big sales of the festival season. Early trends indicate that consumer demand is better than online retailers had anticipated, the sources said.

The ninth edition of “The Big Billion Days” (TBBD), Flipkart’s annual flagship event, saw the number of concurrent users on the app hit 1.6 million per second. Flipkart’s main rival, Amazon.in, also said it recorded the highest 36 hours of shopping ever with Prime Early Access and the first day of the Great Indian Festival.

Flipkart said the number of Flipkart Plus customers using Early Access during TBBD 2022 has increased compared to last year’s event. The majority of these customers were from Tier 2 cities and above.

Early trends indicate that the general consumer sentiment towards holiday shopping is positive. Categories, such as mobile phones, major appliances, fashion products, furniture and appliances, are in high demand.

“This year’s event is special for many reasons,” said Manjari Singhal, Senior Director of Customer, Growth and Events, Flipkart. “These include the growing strength of our ecosystem of sellers and partners and the innovations that have enabled access to greater inclusiveness and affordability for consumers.”

Categories such as laptops, smartwatches and truly wireless headphones saw the highest demand as consumers showed an appetite for making high-value electronic purchases online.

The BGMH category (general merchandise and housewares) also saw strong growth. The makeup and fragrance category also saw strong consumer uptake, with kajal being the most requested product – a Kajal being sold every second.

Many senior executives, Flipkart said, have delivered shipments to customers themselves. The event marked the first in-person TBBD for employees after three years.

Amazon.in, on the other hand, saw the most one-day signups on Prime – 1.9 times more than last year, with 68% coming from Tier 2 and Tier 3 cities.

“We are humbled by the increase in new Prime member sign-ups and customer purchases across all categories,” said Manish Tiwary, Vice President and Country Manager, India Consumer Business, Amazon.

In the first 36 hours, small and medium enterprises, start-ups, artisans and women entrepreneurs offered the largest selection of products and sold approximately 1 million unique products to customers. During the 24-hour early access, the number of seller registrations increased by 1.75x compared to an average business day.

There was also a 90% increase in flight bookings by Prime members compared to an average working day. One of the 4 purchases was made on EMI and 2 of the 3 products were sold on EMI free of charge.

Shopsy, Flipkart’s affordable e-commerce platform, has attracted a majority of customers from Tier 2 cities and above. Here, sarees, men’s t-shirts and headphones were the most popular products. Shopsy, launched last July, recently passed the 100 million user mark.

Most of the orders came from New Delhi, Bengaluru and Hyderabad. Other cities behind the request were Berhampur, Howrah, Lucknow, Kolkata, Chennai, Jaipur, Karnal, Patna, Bhubaneshwar, Visakhapatnam, Surat, Agra and Ghaziabad.

Flipkart has significantly expanded its presence in Tier 2 cities and smaller. A growing number of its kirana vendors and partners come from these regions. This year, no less than 1.1 million businesses, including those of Shopsy, participated in Big Billion Days.

Meesho said it scored a record high of around 8.76 million orders on the first day of its flagship sale event – ​​the Meesho Mega Blockbuster sale. It was the highest number of orders recorded by the SoftBank-backed internet trading company in a single day, an 80% increase from the first day of the sale a year earlier.

Tier 2, 3, and 4 cities accounted for 85% of orders on the first day of the Meesho Festival sale. The company has seen consumers from the remotest corners of the country such as Jamnagar, Alappuzha, Chhindwara, Davengere, Hassan, Gopalganj, Guwahati, Siwan, Thanjavur and Ambikapur.

“With 85% of orders and 75% of sellers coming from Tier 2+ cities, we are honored to have created a massive impact in the deepest corners of the country,” said Utkrishta Kumar, CXO – Business at Meesho.

Meesho said consumers were buying everything from sarees to analog watches, jewelry sets, cellphone cases and covers, Bluetooth headphones, choppers and peelers in record volumes.

TBBD 2022 also saw greater participation from kirana stores in Flipkart’s kirana delivery program, compared to last year’s edition. The number of kiranas in partnership with Flipkart for TBBD deliveries has increased from 27,000 kiranas in 2019 to 200,000 in 2022.

E-commerce retailers, led by Amazon and Flipkart, are expected to achieve sales worth $11.8 billion this season, comfortably more than double the pre-pandemic figure of $5 billion in 2019, according to a RedSeer report. This year’s numbers are expected to rise 28% from 2021, which saw festival season sales of around $9.2 billion.