Oct, 2015     

Oct-15 E-tailing Festive Sale Insights

Study Background

Objectives of the study

Key points to be covered
Gathering insights on multiple aspects of the festive sale period from 13th-17th of October 2015 including :-

  • Industry sales performance and impact
  • Customer experience and perspective on the sales
  • Seller experience
  • E-Tailer benchmarking on supply chain and sales performance

Key methodologies used
Assessing industry and player level performance during the sales period through:

  • Secondary research and primary research with industry experts
  • Mystery shopping on 750+ items
  • Primary Interviews with 100+ sellers
  • Primary Interviews with 500+ customers

Note: 1. Most of the figures are for festive days, which refer to 13th-17th October 2015
2. Sales/GMV related performance numbers are broad estimates
3. USD 1=INR 60 has been assumed across the deck

Disclaimer: The numbers and analysis quoted in the report have been developed through RedSeer research with industry experts and sellers, online reports and mystery shopping. The report is a fact-based study and should not be interpreted as a recommendation document

Average order values for the industry grew by ~50% compared to the presale period

Growth in industry AOV

During the sales period from 13th-17th October

Sales Growth
Key growth drivers

  • Increased volumes sold of high ticket size categories like mobiles and tablets
  • Increased sales of premium items across categories, driven by:
    1. Availability of good deals on multi-item combos across product categories
    2. Availability of multiple cashback schemes across banks and categories

Customers feel that the app centric initiatives of e-tailers are helping to improve their online shopping experience

Customer shopping experience on app

N=500 unique shoppers interviewed
Q. Do you think that app-centric initiatives by e-tailing companies are improving your shopping experience?

online shopping
graph colours

What customers liked about shopping on apps

  • Easy sharing of products and faster access of views by friends and family
  • Push notifications for available sales and product availability as per browsing history and wishlist
  • Browse anywhere anytime

Customer Wishlist from apps

  • Better navigation and browsing features
  • Easier way to compare products
  • Easy sharing of wishlist with friends

Note: 1. Agree rating is classified as Agree / Strongly agree, Doesn't Matter rating as Neither agree nor disagree & Disagree rating as Disagree / Strongly disagree
2. Distribution of respondents across Metro, Tier-1 and Tier-2+ is 54%, 33% and 13% respectively.

The sellers were split across metros and the product categories

Respondent profile

By product category and region


A statistically significant sample of sellers was chosen that gives 96% confidence level and 10% of error margin on the findings

Note: Single platform sellers were 15%, Double platform : 24%, Triple platform : 22% and Four platform : 39%

Inspite of the high volumes dispatched by e-tailers during the sales period, their compliance levels did not decline

Impact of high sales volumes on compliance

Comparison between pre-sales vs. sales period

Comparison between pre-sales vs. sales period

  • Compliance for Flipkart remained same when compared between pre-sales and sales period even after witnessing a 300% rise in daily volume during sales period
  • Amazon increased the number of buffer days to increase their compliance levels during sales period

Notes: 1) % change is computed between the sales and pre sales period.

This document covers the performance of the e-tailers in the October 2015 festive season.


  • Recent Insights

    • Fintech Market Updates

      Fintech Market Updates

      P2P payments account for the largest share of India digital payments market and are currently non-monetizable; other categories are driving …[...]
    • Online Grocery Market Updates

      Online Grocery Market Updates

      India’s hyperlocal e-grocery market is growing at triple-digit rates, with sector specialists continuing to lead the market Published on: Jun …[...]
    • Food-tech Market Updates

      Food-tech Market Updates

      Non-metros rapidly acquiring a taste for food tech Published on: Jun 2019 India’s food tech expansion is no longer a …[...]
    • Online Mobility Market Updates

      Online Mobility Market Updates

      Emerging categories within online mobility space growing rapidly Published on: Jun 2019 For the longest while, India’s ride-hailing space was …[...]
    • E-tailing Market Updates

      E-tailing Market Updates

      E-Tailing market finally moves away from mobiles and electronics categories Published on: Jun 2019 The Indian e-tailing ecosystem always had …[...]
    • Change is Here to Stay

      Change is Here to Stay

      Indian mid-market hotel industry is expected to grow at 10% to reach USD 4.4Bn by 2019[...]
    • Online Retail Market Updates

      Online Retail Market Updates

      Home & Living market in India stands at ~USD 28 Bn. and is set to reach ~USD 50 Bn. in …[...]
    • Online Insurance Market Updates

      Online Insurance Market Updates

      Digital insurers are tapping multiple channels, and launching innovative new products to drive their share in the competitive Indian Insurance …[...]
    • Consumer Internet Updates

      Consumer Internet Updates

      Significant opportunity present for OTT music and video streaming players to drive user base growth in Bharat Published on: Jun …[...]
    • Digital B2B Market Updates

      Digital B2B Market Updates

      Massive opportunity in digitization of B2B procurement Published on: May 2019 The purchase of manufacturing raw materials (RMs) and MROs …[...]
    • Ed-tech Market Updates

      Ed-tech Market Updates

      The upcoming vernacular revolution in edtech Published on: May 2019 The first wave of edtech companies saw players focusing on …[...]
    • OTA/Hotel Aggregators Market Updates

      OTA/Hotel Aggregators Market Updates

      Hotel Aggregators Saw a 40% YoY Growth in GBV Terms During Q1CY19 Published on: Apr 2019 In Q1CY19, leading hotel …[...]
    • Childcare Market Updates

      Childcare Market Updates

      Online Childcare: Convenience and Product Quality drive purchase decisions; Lead time and Return experience needs to improve Published on: Apr …[...]
    • Online Interior Design Market Updates

      Online Interior Design Market Updates

      Customization and Lead qualification key to scalability in the Online Interior Design market Published on: Apr 2019 Online Interior Design …[...]
    • Online Retail Insights | Middle-East

      Online Retail Insights | Middle-East

      Online shoppers in MENA are making 15-20% of shopping through online channels Published on: Apr 2019 RedSeer estimates the e-tail …[...]