Christmas Festive Season & eCommerce Businesses!


The Diwali festive season was like a bumper time for the eCommerce businesses. Along with raking in the big bucks, the online businesses were also engaged in a kind of tug-of-war to tap the huge potential. So, what’s in store this Christmas?

The eCommerce boom in the country has been waging a different type of competition amongst the industry big players. But, one must not consider the country as a festive led eCommerce market. The industry has evolved as a lucrative channel for the businesses over the last couple of years. The festive season (most notably, the Diwali and Christmas period) further enhances the sales numbers. The portals are tapping the huge potential by offering competitive prices and banking on the huge enthusiasm wave across the country. A while back, the December month was considered crucial for the US and the UK players. However, that trend has changed drastically over the last couple of years. India has also witnessed a huge number of online sales in the month of December. One cannot argue that there is a spike during the festive season, keeping in line with the festive and the shopping mood of consumers. However, the eCommerce companies believe that the convenience of shopping online anytime, anywhere, coupled with a wide selection at low prices is what is leading to a greater adoption of online shopping. This is steadily growing and is not limited to just festive seasons. So, what can be expected in the coming festive season?

According to the numbers divulged by Amazon, the company did gain an upper hand over Snapdeal and Flipkart during the Diwali festive season. Flipkart tasted some success last year with its single day Big Billion Day sale. The strategy seemed to be inspired by the Cyber Monday and Black Friday sales. However, Flipkart did succumb to the excruciating rush of customer traffic. The company’s founder also had to tender an apology to the public last year. Looking at this year’s numbers, Flipkart did operate & passed with flying colors. The company reported more than $300 million in value of goods sold over the five days, at least three times more than last year’s single-day sale. With regards to the Christmas festive sale, the eCommerce companies must position the sale effectively to the festival. The focus must be placed on the online Christmas shopping race. The whole business of eCommerce is carried out via the website and the mobile app. In order to tap the potential customers, the companies must make sure that the website and the app interface adorn the Christmas and festive elements and colors. Same goes with the social network cover pictures and profile images. One more pivotal thing is to reassure the customer about the delivery dates and the special offers. Don’t go too heavy on the sale promotion as you know the occasion is more important. Keep the motive of bringing the festive fervor in the forefront. Manage and anticipate the stocks effectively to avoid the after sale public backlash. One must always learn from the last year’s statistics. Along with highlighting and promoting the sale on the traditional platforms, make the presence felt through newsletters and more. The companies must also look to focus on the after Christmas period. The festive sale can increase your customer base by huge numbers. One must make sure that an effective communication & the turnaround time for the replies are kept in check. Failure to do so, may result in losing some loyal & potential customers with a blink of the eye. The key is to get the basics right and let the Christmas sale feeling sink in.



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“Thinking Aloud” reflects the emerging trends and varied outlook of the rapidly evolving internet and communication sector. An IAMAI publication, this is a part of the market education initiative of the association.

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