Flipkart Records 7.2 Billion Customer Engagement Visits This Festive Season
- ByStartupStory | October 30, 2024
E-commerce giant Flipkart has reported an impressive 7.2 billion visits in customer engagement from September 1 to October 28, reflecting a surge in consumer sentiment and digital adoption during this festive season. The company also witnessed a record 282 million unique visitors during this period, primarily driven by premiumisation and personalised preferences, particularly in Metros and Tier-2+ cities.
The significant traffic coincided with the 11th edition of Flipkart’s flagship sale event, The Big Billion Days (TBBD), which kicked off on September 27, with early access for Flipkart VIP and Plus customers starting on September 26. This year’s TBBD event lasted for 11 days, overlapping with Amazon’s Great Indian Festival, which also began on September 27.
Although Flipkart did not disclose specific numbers for this year’s TBBD, last year saw a record 1.4 billion customers visiting the platform during the same event.
Harsh Chaudhary, Flipkart’s Vice President of Growth, commented on the growth observed during the festive season, stating, “The response seen this year underscores the company’s efforts to make e-commerce available even in the remotest regions of the country. By harnessing technology and expanding our reach, we have been able to deliver enhanced shopping experiences to millions of customers while empowering an ever-growing network of sellers.”
He added, “This season has established itself as a key element of India’s retail landscape, not only by bringing customer delight but also by significantly contributing to economic growth and fostering opportunities for communities across the country.”
The e-commerce platform reported that customers across the nation relied on online shopping for a wide array of needs. The East region of India showcased a notable 14.86% rise in unique visitors and a 12% growth in customers compared to last year. Both metro and non-metro regions experienced similar growth, reflecting robust demand.
Additionally, many sellers reported significant sales increases, with some seeing year-on-year growth of 40-50% this festive period. The overall participation of sellers on the marketplace platform also increased, leading to better offerings and a substantial boost in sales compared to the previous year.
Flipkart identified key shopping trends during the festive season, noting a customer shift towards various categories, including fashion, electronics—especially laptops and tablets—home essentials, appliances, beauty, and general merchandise. The move towards premiumisation was evident, with a 17% year-on-year rise in customers opting for top brands. Premium and mid-premium Android smartphones experienced robust growth, fueled by high interest in AI-led features. Flipkart attributed this success to its innovative affordability constructs developed in collaboration with third-party partners and banks.
Moreover, Flipkart successfully concluded the eighth edition of Samarth’s dedicated sale event, Crafted by Bharat, which showcased over 25,000 unique handicraft products, featuring contributions from hundreds of artisans, weavers, government bodies, NGOs, LGBTQ+ communities, rural entrepreneurs, and women entrepreneurs. Samarth sellers saw a 1.6-time spike in their growth, a 16% increase during the sale period, impacting over 1.8 million livelihoods.
The company also aimed to maximize value for customers, sellers, and brands this festive season, benefiting lakhs of MSMEs, artisans, and kirana partners, while creating over one lakh job opportunities that empowered the gig workforce.
According to an analysis by Redseer Strategy Consultants, India’s festival season is poised to significantly boost the country’s e-commerce sector, with sales projected to reach Rs 100,000-120,000 crore in Gross Merchandise Value (GMV). The latest forecasts suggest a 20% year-on-year growth, driven by high pent-up demand and a wave of premiumisation.
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