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Updated: Ecommerce sales: Flipkart, Amazon, Xiaomi: Who sold how much of what

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7 October update in the Flipkart section.

Update, 5 October: Xiaomi sold 500,000 smartphones in 3 days of sales on Amazon, Flipkart and Snapdeal, according to an Economic Times report. The newly launched and only available offline model Redmi 3S+ contributed marginally to the 500,000 devices sold in 3 days. (Read about how much ecommerce companies sold in remaining days here.)

The company apparently sold as many units in 30 days in October 2015 according to Manu Jain, Xiaomi India operations head. Xiaomi is now out of stock of its Redmi 3S Prime and Redmi Note 3 devices and is working with Foxconn to keep up with demand. Jain told ET that Xiaomi had ‘steadily increased production with Foxconn 6 months in advance for Diwali sales.’

Other highlights:
– 2 of 3 top selling phones in the first 3 days of Amazon’s sale were of Xiaomi
– Top selling phone was Redmi Note 3
– 4 of top 6 products in the Amazon portfolio are of Xiaomi’s leading with the 1000 mAh powerbank
– Xiaomi was the top brand on Flipkart, and it had provided 3x the number of Redmi 3s and Redmi 3S Prime devices it would generally provide in a week
– Xiaomi has been apparently selling 1-1.5 million smartphones every quarter in 2016

**

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3 October: Flipkart claims that it has sold over 500,000 products on the first day of its Big Billion Days sale. It also claims that it has recorded the highest number of concurrent users in the first 5 minutes, 10 times more than it has seen on any given day.

Highlights from its sale:
– Flipkart sold more Apple Watches in 10 minutes than the entire Apple Watch sale made online and offline in 1 month.
– More 40” LED TVs were sold in 6 hours than the total number of TVs sold during its Big Billion sale in 2015.
– Over 40% users who bought home appliances made use of product exchanges.
– Myntra saw sales of 3x more revenues in the first hour of the sale as compared to Big Billion sale in 2015.

Day 2: Flipkart claims that it sold goods worth Rs 1,400 crore ($210 million) on the second day of its sale, most of it driven by smartphones. The company said that it sold goods worth Rs 2,000 crore ($300 million) in the 5 days of the Big Billion Days sale in 2015. Flipkart also claims to see 5x more traffic on the sale days than usual. Flipkart apparently had 40 million products on sale this year, while Amazon had 80 million, which is 3x from the products it sold in the 2015 sale.

Update, 7 October:

Flipkart claims that it has sold goods worth Rs 1400 crore in a day (3 October) during its Big Billion Days sale. Overall, Flipkart, Myntra and the newly bought Jabong sold 15.5 million units (digital memberships and low cost items not included), where 99% of them were above Rs 200 and 95% above Rs 300. A 100,000 users had goods worth Rs 50,000 in their shopping carts.

Other highlights:
– Flipkart sold 2.5 million smartphones during the sale, which it says was more than all sales of smartphones in a week in India.
– LED TVs sold during the sale were more than the entire sales of LED TVs via organised retail in 45 days.
– 3 out of 4 apparel items were sold online.

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**

Amazon India’s Great Indian Festival sale saw more unique visitors in half a day (we’re assuming 12 hours) than all of its 5-day Diwali sale last year.

Highlights from its sale (growth is over daily run rate):
– Consumer electronics, large appliances, fashion and consumables (consumables in FMCG saw a 10x spike in demand) were the most sold categories among others.
– Without giving numbers, Amazon India said that consumer electronics and smartphone sales ‘increased phenomenally’ over the last year.
– Moto G+ (Amazon exclusive) was sold 7x more and Redmi was the top selling product on the first day.
– Hard drives were 20x more in demand.
– Large appliance sales on the first day were more than sales made in a month.
– Washing machine and ACs in Amazon exclusive brands saw a spike of 20x sales.
– TV sales were 19x of “usual business,” 32” and 43” TV sets were the most popular in brands TCL and Sanyo.
– Amazon Fashion saw 6x growth and kids apparel grew 10x.
– Users made 200 orders per hour for tshirts, and top selling tshirt was from an Amazon exclusive brand called Aeropostle.
– High average selling price (ASP)S precious jewelery saw 6x sales, most of which was from Joy Alukkas and Gitanjali.
– Handbags from Lavie, Hidesign and other brands saw a 7x spike in sales.
– Home and kitchen category saw a 10x growth.
– Small appliances saw 8x sales growth, and most popular categories were irons, mixer grinders and microwaves from Bajaj and Philips.
– Microwaves had a 30x demand spike on the first day.
– Diapers and baby products saw a 12x spike where Pampers, Mamy Poko Pants, Himalayas and Johnson&Johnson were top brands in terms of daily demand on the first day.
– X Box sales were 250x in an exclusive partnership with Microsoft.
– Chetan Bhagat’s book One Indian Girl was the highest pre-order for an any book across categories on Amazon. Amazon claims that 70% of pre-orders were delivered on the launch day, while all of Prime customers got the book on the first day.

6 October: Amazon says that in the 5 day Great Indian Festival sale, the company has sold 15 million units, 3x more than what it sold in 2015. It claims that the paid Amazon Prime membership was its highest selling product in the history of Amazon India. More info on day 1 & 2 sales here.

Other highlights:
– Amazon got orders from 90% pin codes (its serviceable areas) in India
– It got 1 billion hits in the first 12 hours of the sale
– 1 out 3 shipments in the sale was through Prime
– 80% of the sale’s traffic came from mobile, and units ordered from mobile grew by 7x over last year’s sale
– Amazon India’s customer acquisition saw a 5x growth, where 70% of new users came from Tier 2 and 3 geographies
– During the sale, there was a 30x growth in orders from Tier 3 and lower geographies as compared to last year’s sale
– Amazon got orders from 2,000 new pin codes during the 2016 sale as compared to the 2015 one
– Premium deliveries were 5x more than those which took place in the 2015 sale
– Mobiles grew at 5x compared to the daily run rate
– Large appliances grew by 7x as compared to the daily run rate
– TVs witnessed a 25x growth; Amazon exclusive TVs saw a growth of 50x
– Amazon Fashion grew at 4x the daily run rate
– Consumables saw a growth of 5x compared to the daily run rate
– Number of units bought through Amazon’s Project Udaan (the assisted shopping program for users in remote areas without access to Amazon) grew 10x in the sale as compared to daily run rate
– Consumables, mobile phones and softlines were top categories in Udaan
– A paid Prime membership was among the top 3 products purchased through Udaan

On the seller end:
– Sellers from 824 new pin codes received orders during the sale
– Over 10,000 sellers had their biggest sales ever during the sale
–  5x more packages delivered by ‘I Have Space’ (IHS) stores across the country

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Image credit: Alan Cleaver under CC BY 2.0

Written By

I'm a MediaNama alumna from 2015-16 (remember TinyOwl?) now back to cover e-services like food and grocery delivery, app based transport and policies, platforms and media in India.

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

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