Unpacking Adidas Performance on Flipkart: Insights from Oct-Dec 2023

In the final quarter of 2023, Adidas saw a remarkable boost in its sales on Flipkart, with a significant portion of its revenue generated during the Big Billion Days sale in October. Vumonic Datalabs looked into what drove Adidas success during this period, from the average order value to the preferences of Flipkart Plus members. Here, we dissect these findings to understand the trends and behaviours that characterised Adidas performance on one of India's largest e-commerce platforms.

Adidas Sales during Big Billion Days Sale

The Big Billion Days sale proved to be a pivotal event for Adidas on Flipkart, contributing to 30% of the brand's overall sales in the last quarter of 2023. During this sale, the average order value for Adidas products hovered around 1,900 INR, indicating a high consumer willingness to invest in quality sportswear.

What Consumers Bought

Interestingly, about 55% of the purchases were for products priced below 2,000 INR, suggesting that while consumers were eager to buy Adidas, they were also looking for deals within a specific price range. The popularity of products like the Fluo M Running Shoes, GlideEase M Running Shoes, Jauntza M Running Shoes, GlintRun M Running Shoes, and Haarquin M Running Shoes, underscore the brand's strength in the running shoe category.

The Role of Flipkart Plus Membership

An eye-opening statistic from the data is that nearly 80% of the buyers held a Flipkart Plus membership. This membership likely provided benefits that made purchasing more appealing, such as discounts or free shipping, which could have influenced the surge in sales.

Top Selling Cities

The top selling cities were Bengaluru, Delhi, Mumbai, Pune, and Kolkata, highlighting Adidas' strong urban appeal. This geographic distribution of sales points to a concentrated consumer base in India's major cities, where access to a wide range of Adidas products through Flipkart is particularly valued.

Conclusion

Adidas' performance on Flipkart during the Big Billion Days of October 2023 is a testament to the brand's enduring appeal and strategic pricing. The insights from Vumonic Datalabs not only shed light on consumer preferences and behaviours but also underscore the importance of sales events like the Big Billion Days in driving e-commerce growth. For Adidas, and Flipkart alike, understanding these dynamics is key to tailoring future offerings and maximising sales opportunities.

To see more in-depth data driven insights & consumer behaviour in the ecommerce vertical, feel free to reach us here.

Disclaimer: The information provided in this blog is based on the data analysis conducted by Vumonic Datalabs and is subject to market dynamics and fluctuations. 

___________________________________________________________________

Written by: Samiksha Mulik

Date: 28 March 2024

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.