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E-commerce sales 2018: Xiaomi, Amazon, CashKaro: Who sold how much of what


  • 2.5 million devices (including smartphones, LED TVs, Mi Band 3, power banks, earphones, routers and other accessories) sold between on October 9 through Amazon’s Great Indian Festival, Flipkart’s Big Billion Days, and mi.com’s Mi Super Sale.
  • 2 million smartphones were sold this year, double of that sold in 2017.
  • Xiaomi sold 1 million smartphones on Amazon in a day; all ten best-selling items on Amazon were Xiaomi smartphones
  • Included in the above number is: 100,000 LED TVs, 400,000 Mi products and accessories.
  • Both models of Mi Pro TV sold out within 10 seconds of going on sale on Amazon


Amazon Great Indian Festival


  • Xiaomi and OnePlus were market leaders in both mass and premium smartphone sales
  • OnePlus: record booking worth Rs 400 crore
  • Samsung: Sold 12 times more than average business day volumes; bestsellers were Galaxy S9 and Galaxy Note8
  • Motorola: 36 times more sale than a regular day sale in 36 hours


  • Large appliances: sales increase 2.5 times; high demand for brands like Bosch, BPL;
  • Washing machines and refrigerators sold 3 times more, ACs sold 2 times more than regular day
  • Front-loading washing machines on Day 1 accounted for 40% of sales in India
  • 3.5 times increase YoY on number of TVs sold than regular business day
  • Both models of Mi Pro TV sold out within 10 seconds of going on sale


  • 10-15 times sales of brands like American Tourister, UCB, Puma, Biba, Shoppers Stop, Casio, Fastrack
  • Amazon’s own (unnamed) brands saw a 400% growth in sales YoY
  • Luggage and travel gear saw a growth of 130% in sales YoY
  • Jewellery sales up by 3 times YoY

Home, Kitchen, Furniture

  • Kitchen appliances grew 3 times driven by water purifiers, mixer grinders & air purifiers
  • Home decor grew 2 times YoY driven by brands like Recron, Bombay Dyeing and Amazon’s Solimo
  • Home furniture sales grew 3 times YoY


  • Motorbike accessories sold 3 times more YoY
  • Tyres sales grew by 10 times YoY

Amazon Prime

  • Prime members shopped more during Prime Early Access than on any other day before this, including on Prime Day 2018
  • 2 times increase in Prime memberships over 2017 during the early access period
  • Prime Members shopped 3 times more for make-up and grooming products 

Amazon: own brands, products, and Alexa

  • Fire TV Stick was the second highest selling product on the website; 3 times higher sale YoY during Prime Early access
  • Echo was among the top 10 selling products, more Alexa-enabled smart bulbs sold in 12 hours than in September 2018
  • Third party Alexa Built-in devicesAlexa supported headphones sold more than monthly sales volume
  • Kindle: More Kindle Paperwhite sold in first 12 hours than in September 2018

On the seller side

  • Sellers (from home apparel, mattresses, fine jewelry, home decor, men’s apparel, foot massagers) saw growth between 2-30 times in a day
  • Over 1,300 sellers crossed the millionaire mark
  • Thousands of sellers had their best 1 day sale ever



Sales: Highlights

  • Average order value: 4 times increase, driven by mobiles and large appliances.
  • 10 times increase in number of transactions via CashKaro
  • Delhi NCR, Mumbai, Bangalore, Hyderabad, Chennai and Kolkata continue to dominate sales
  • Jammu & Kashmir, Punjab, Uttarakhand, Himachal Pradesh and Assam have registered an increased traffic YoY


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