The Numbers Behind Flipkart's Big Billions Sale

Valued at roughly $20 Billion USD, Flipkart is one of the largest ecommerce shops in India. One of its main levers for pushing higher marketshare and order numbers is discounting, especially during its famous Big Billions Sale, which occured this past year from Dec 16 to 21st. Let's take a look under the hood and look at the Vumonic data to see what sort of increase in sales volume Flipkart actually drove this year during Big Billions.

As always, Flipkart drove a high-decibel marketing campaign for the sale, with a multi-channel marketing approach to drive engagement to the sale. This materialized in the form of a ~30% week over week increase in order volume compared to the previous two weeks:

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Getting the audience to the channel itself is just the first part of the battle! Tools like AppAnnie and SimilarWeb help us marketers understand the metrics surrounding how many web visitors and app opens are happening for Flipkart. But how do we figure out what the actual purchase behavior comes out to be? That's where the Vumonic data comes in handy! Vumonic data captures down to the item-level and we also capture the discount, so we can do basket analysis and discounting analysis simply and accurately. See below how discounts drove sales across the month of December:

According to our estimates Flipkart's GMV during this period grew by a phenomenal 90% (compared to previous two weeks). We can also see a basic pattern of highest spike on the first day of the sale, then gradual decrease over the mid-days, followed by a final push on the last day of the sale by shoppers looking to squeak in final purchases before the discounting ends. See the chart below:

While we won't spoil all the most interesting details (like basket analysis, loyalty between FK and Amazon, and best selling categories and products), we can tease a few statistics to dig apart how exactly Flipkart achieved that 90% GMV growth:

– Higher number of orders – 30%

– Higher Average Order Value (AOV) – 46%

– Higher Average items per order – 5%.

Overall, this Big Billion Day sale in Dec 2021 is a great case study on mega sale execution and creating a perfect harmony of maximising consumer touchpoints.

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Vumonic Datalabs is a global consumer intelligence platform. We provide high quality, deterministically linked, large structured data that can be used to derive deep consumer, business and market insights. Our proprietary data pipelines deliver unbiased actual transaction data collected in a privacy secure manner via large global panels.