eCommerce Sales Burgeon on Republic Day

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eCommerce as a platform has been witnessing a considerable surge in terms of sales and numbers on special days. Last year’s Diwali and Christmas period did set new records for eCommerce bigwigs. The trend continued this Republic Day.

Capitalizing on the national holiday and all the attention online shopping has been garnering, all the major eCommerce portals did set the cash registers ringing on the 26th January. With so many online sales taking place across multiple platforms, the customers were definitely spoilt for choice. India’s premier ecommerce players enjoyed a tremendous response from the customers. Mobile phones and electronic gadgets proved to be the real winners in terms of the categories. Snapdeal came up with a connecting tagline for their sale ‘Republic of Savings’ in order to connect the sale and the occasion. Running riot for 6 days starting from January 21st, the discounts on Snapdeal ran up to 70 percent. “The response from the public is fantastic for mobile phones ranging from INR 10,000 like Lenovo A6000. With special offers on Nexus 5, iPhone 5S and Micromax, sales are rising as Republic Day approaches,” Rahul Taneja, vice president (category management) of Snapdeal, told IANS. “Apart from mobile phones, JBL headphones and Canon 1200D cameras, Bluetooth audio equipment and sound bass of JBL demand are rising,” Taneja stated as the Snapdeal sale ended on January 26. Keeping things competitive, Flipkart and Amazon were also pulling all the strings to rake in the moolah on the occasion of the 67th Republic Day. Flipkart witnessed a 30 percent growth in online traffic. Home appliances and electronic gadgets were amongst the most searched categories on Flipkart. “Samsung Galaxy On5 and On7 sold close to a lakh units with 10 times spike in air fryers. Memory cards were the top-selling item with 300 percent growth in this segment,” said Flipkart via a statement.

Prior to the Republic Day sale, a lot of stories emerged of Amazon India being mired in losses. Even after witnessing a six fold jump in sales, Amazon India released a statement that the eCommerce giants were facing huge losses via their India operations. It was also revealed prior to the 26th Jan sales, that the Big 3 of Indian eCommerce, Flipkart, Amazon and Snapdeal had incurred losses exceeding INR 5,000 Cr. Amazon was one of the most visited eCommerce sites in the country last year & the Amazon mobile app was also the fastest growing mobile app in the last year. Jasper Infotech, the company that runs Snapdeal, also registered losses running into thousands of crores for the year ended March 2015. Coming back to the Republic Day sales, Amazon’s the ‘Great Indian Sale’ also garnered a very positive response. The workforce at Amazon was looking to tap the occasion to pull themselves out of the slump loss period. And, it did pass with flying colors, thanks to their marathon sale. The Amazon sale ran from January 21-23. What worked wonders for Amazon with regards to the Republic Day sale was their limited-time deals on major brands. Customers were treated to good deals on brands such as GoPro Cameras, ME Electronics and Ravensburger Puzzles. Video games and music products also witnessed a large sale of units on the first day of the sale. Furthermore, customers also enjoyed instant discounts on gift cards & Citibank credit card holders also availed 10 percent cash back during the sale. On the similar lines, the HDFC loyalists were offered up to 7.5 percent discount with regards to shopping with HDFC Bank debit and credit cards on Flipkart. “With this 72-hour marathon deals, our customers had a delightful time shopping in the New Year across a wide selection of products at the best possible price-points,” Samir Kumar, vice president with Amazon India, said.


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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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