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Festival of Firsts – KSA

Published in Nov, 2020

Executive Summary

RedSeer’s perspective on the expected market changes during festive sales in KSA

The fourth quarter of the year is generally considered as the festive sales season as all the key sales events (specifically online) occur during this time. Over the years, we have seen a very strong growth in online shoppers and every year overall spending reaches to a new milestone. Fast forward to this year’s Festive quarter. We are expecting that the upcoming festive season going to be a mega sales event compare to previous years owing to the new wave of customers and changed dynamics due to COVID. Ecommerce is likely to be a big winner because consumers have shown a clear movement towards buying online rather than at brick-and-mortar stores.

Demand view

Customer willingness to purchase during the sale is extremely high, with Electronics and fashion being the most popular categories amongst customers. However, this festive season the category mix outlook is expected to change owing to the customer buying preference towards grocery and Long tail categories like Home and Home furnishings.

Based on the consumer research,The majority of consumers are planning to head both online and in store to make their festive purchases which will make Omnichannel shopping more prevalent.

Supply view

E-tailers will be actively addressing increased online demand on multiple fronts, with e-tailers and online sellers making big investments to ramp up infrastructure, workforces, and technology to drive overall fulfillment. Also, E-tailers will be ramping up their festive marketing plans specifically on digital marketing to drive more engagement and sales.

Online shoppers in the KSA will have lots of option to choose from mega-promotions by Amazon, noon, Namshi and others during the numerous sales events  – Prime Day, White Friday, Yellow Friday and many more. We might see new entrants,specifically omnichannel players, eating out the e-commerce giants share in this festive season by offering huge discounts.

Attractive festive deals and product discounting along with flexible payment options will boost affordability for consumers, hence making it another successful festive-year period for e-tailers.

This report includes our perspective on Online festive sales covering market landscape, Players view, Category view and Voice of customer which will bring out the intricacies of this year festive sales.

This report will help the reader answer the following questions:

  1. What is the expected size of the E-tail market in Festive quarter? What would it be by the end of the festive season?
  2. What are the growth drivers which would push this years festive sales?
  3. What are the players offerings and web/App traffic currently? How it would change during the festive season?
  4. Which categories will do well this festive season?What is the consumer excitement for categories?
  5. Which player and player type will be the biggest gainer & loser during Festive season?
  6. What is the expected and actual consumer spend during this festive season?
  • See: Inside the Report

    Festival of Firsts

    1. Festive Sales Overview
    1.1. Definition of Festive Sales Quarter
    1.2. Reasons for importance of Festive

    2. Festive Market - Historical
    2.1. Historical Performance of Festive Quarter – past two years
    2.1.1. Historical Festive Quarter GMV - Overall
    2.1.2. Historical Festive Quarter GMV – By Category (Electronics, Fashion & Beauty, Grocery, Others)
    2.1.3. Historical Festive Quarter GMV – By Channel (Online, Offline)
    2.2. Competitive Landscape
    2.2.1. Top Players by Category
    2.2.2. Supply-side trends
    2.3. Voice of Customer
    2.3.1. Demand-side trends
    2.3.2. Past years excitement for festive sales

    3. Festive Market – 2020 Expectations
    3.1. Expected Performance of Festive Quarter
    3.1.1. Expected Festive Quarter GMV - Overall
    3.1.2. Expected Festive Quarter GMV – By Category (Electronics, Fashion & Beauty, Grocery, Others)
    3.1.3. Expected Festive Quarter GMV – By Channel (Online, Offline)
    3.1.4. Festive Quarter GMV Growth trend y-o-y
    3.1.5. Growth Drivers
    3.2. Category View - Grocery
    3.2.1. Expected GMV
    3.2.2. Expected AOV
    3.2.3. Y-o-y changes in GMV and AOV
    3.2.4. TOMA Split by Player Type
    3.2.5. Customer Excitement & Top Products
    3.3. Category View – Fashion & Beauty
    3.3.1. Expected GMV
    3.3.2. Expected AOV
    3.3.3. Y-o-y changes in GMV and AOV
    3.3.4. TOMA Split by Player Type
    3.3.5. Customer Excitement & Top Products
    3.4. Category View - Electronics Deep-dive
    3.4.1. Expected GMV
    3.4.2. Expected AOV
    3.4.3. Y-o-y changes in GMV and AOV
    3.4.4. Customer Excitement & Top Products
    3.5. Player view
    3.5.1. New Business models and changing player landscape
    3.5.2. E-tail players product offerings
    3.5.3. E-tail players App/web Analysis
    3.5.4. Key partnerships ahead of festive season
    3.6. Voice of Customer
    3.6.1. Customer’s Perspective prior to start of sales event
    3.6.2. Expected customer spend- Overall and Category-wise
    3.6.3. Top products in customer's mind - Category-wise
    3.6.4. Category-wise consumer excitement
    3.6.5. Most Popular Products in each category

    4. Future Outlook
    4.1. Future growth rate of e-tail
    4.2. Future market size
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