E-commerce kings fighting it out this festive season

By: Amith Rahul             Dated: October 15, 2015


With the festive season beginning, the much awaited battle for supremacy between the e-commerce giants are rapidly heating up, with more of competition. And they claim that they are looking for customer satisfaction and profits. Great going! 

India’s top ecommerce retailer companies Flipkart, Amazon and Snapdeal are all set with their ongoing mega sales. 

This week, and the week prior to it witnessed a rapid flow of advertising on newspapers and television channels by these three largest ecommerce brands Amazon, Flipkart and Snapdeal for their big sales which started from October 13 and would last till the 17th October. Flipkart had named their sales offer as “The Big Billion Days” sale, while Amazon had ad campaigns running for the “Great Indian Festive” sale and Snapdeal too advertised in a full swing for its Festive Sale. 

Flipkart had launched the ‘Big Billion Day’ sale the previous year targeted at consumers looking to grab discounts during the festive season. The aim was to target more of the first time buyers who would be more likely to buy online if given an incentive in the form of a discount.  But the sale last year did not go well as expected and the customers gave a mixed pack of responses from all across. A lot of complaints arouse from the customers who were unable to access the website for some amount of time and those who were able to login faced other problems like cancellation of orders. The company managed to pull out the festive sale with quite a good amount of sales to flaunt. The previous version of the ‘Big Billion Day’ sale was a single day offer which brought quite a lot of customers because of which Flipkart was unable to cater to each and every customer.

So this time, Flipkart has come well prepared with the latest version of "The Big Billion Days" making the offer last a week instead of a single day. They have segregated each day for a particular section like October 14-17: Home and appliances, October 15-17: Mobiles and accessories, October 16-17: Electronics and automotive, October 17: Books. This should reduce the rush to a controllable extend. Flipkart has also kept this offers to their Shopping Application only. Keeping the offers to their online application has brought their app a lot of new customers and downloads. 

Snapdeal kick started its festive sales on Monday with ‘Electronics Monday’ sale, and will showcase a set of mega deals for consumers every Monday across different categories till Diwali. 

Snapdeal has had sales on and off most months during the past year. This should have helped them test out their systems. The company said it has worked closely with its sellers to help them with inventory planning for the festive season.

Flipkart customers are not so satisfied with the services this year also. “Flipkart app is not able to manage the traffic and shows error every time I try shopping. They can’t just ask us to shop using their app when their app doesn’t open a single thing. This is yet another shopping disaster for Flipkart” said Sanchit Singh, an IIMC student from New Delhi.

Meanwhile, Amazon and Snapdeal who were giving tight competition to Flipkart seems to have been handling the traffic just fine. Snapdeal even issued a statement saying it saw record traffic for its 'Electronics Monday' sales and expect to reach $100million in transactions.

The days ahead could be challenging for Flipkart if they don’t sort out the issues as soon as possible because Snapdeal and Amazon are inching closer to them with their sales offer also. This festive season is a huge opportunity for all the e-commerce companies and each of them want to tap in as much as costumers possible.




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