Christmas is approaching and we are nearing the last week of the year. So, the eCommerce majors will have their last festival sales of the year. They would like to finish the year with a bang, which will give them the needed impetus to start the New Year on a positive note.

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Flipkart and Paytm to Play out
Last eCommerce Festive Sales
Christmas is approaching and we are nearing the last week of the year.
So, the eCommerce majors will have their last festival sales of the year.
They would like to finish the year with a bang, which will give them the
needed impetus to start the New Year on a positive note.
Flipkart Big Shopping Days (Dec 18-22)
Flipkart’s last sale of the year Big Shopping Days sale will end today
started on December 18. The four-day sale event saw the marketplace
banking on the winning metrics for its Big Billion Days sale, focused on
consumer loans and exclusive device and appliance launches on the
platform.

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Paytm’s Maha Bazaar (Dec 20-
22)
Paytm's will also run the second leg of the 'Maha Bazaar’ festival, which
started on December 20 and will run till December 22. The sale will
focus on small-medium range of products, which are used on a daily
basis rather on high-end products. Paytm claims to give discount up to
90 percent in this sale. Its last sale that happened on October 12-14 saw
an overwhelming response with the company recording over 3.5 million
transactions on the first day of the sale.
Strategies Adopted by etailers
Flipkart carried on its Big Billion Day plan where it lays focuses on
consumer electronics items which make the largest part of its festival
revenue. "It is an important event for us though the scale is not as large
as the BBD sale in October. We have signed on multiple exclusive
brands since the BBD sale concluded including Lenovo K6 Power, Moto
M, Lenovo Phablet in mobiles, Converse clothes and Louise Phillips in
apparel, BPL TV, and washing machine, among others. These will be
showcased in the sale," said Smrithi Ravichandran, director of category
design and operations.
As we saw in the last sale, Fashion and electronics, including watches
and small appliances, are likely to contribute to the sale volumes. While
the discounts will range from 10-20% on electronics, fashion category
will see an average discount between 40% and 70%.

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The demonetization move played a damper for most of the eCommerce
marketers however since then sales have slowly picked up momentum.
"Impact was felt on the first three days and now we are back on track
with a 5 to 7% dip in sales,” added Smrithi.
Paytm’s recent growth in festive season has been fuelled by categories
like fashion led by ethnic wear, gifts and sweets, apparel, footwear,
mobiles, electronics and home furnishings that are featuring exciting
promotions on Paytm.
Paytm has laid emphasis to bring more sellers on its platform. “The
Paytm 'Maha Bazar Sale' looked to promote categories Indians love to
shop the most during the festive season. With our platform, we enable
thousands of sellers to reach consumers across the country, thus offering
a major boost to their sales," quoted Paytm vice president Saurabh
Vashishtha.
Sellers have realized the opportunity on grabs during festival sales and
hence they have started to stock products at these etailers’ fulfillment
centers to ensure faster shipping for large volume orders.
The Way Ahead
Going ahead, most of the etailers expect to drive revenue from tier ll and
tier lll cities. Paytm estimated over 70% of orders from these cities.
eCommerce players have bolstered their logistic services where it looks
to cover most of the pincodes. Also, use of plastic cards / Card on
Delivery is on rise during this festive season to push use of digital

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money. Besides, you can expect lots of cash-back offers across all
categories especially from e-wallet providers.
All the etailers are striving to raise the bar on the face of intense
competition and fresh funding such as one of Amazon India’s
where it recently got pumped with Rs. 2000 crore from its parent
U.S Company. Flipkart, with its final sale of the year, would like to
end on a high note since it overtook Amazon during Diwali sales by
a narrow margin.