Amazon India’s Great Indian Festival 2024 has delivered record-breaking sales, highlighting the growing influence of rural consumption in the country’s e-commerce landscape. The month-long festive sale attracted over 140 crore customer visits, with a remarkable 85% originating from non-metro cities, demonstrating a clear shift in consumer behavior. This surge in rural demand is further evident in the seller demographics, with over 70% of participating sellers hailing from Tier 2 and beyond cities.
The e-commerce giant also witnessed a remarkable increase in the number of sellers from Tier 2 and 3 cities achieving sales compared to the previous year’s festive season. This reinforces the expanding reach of online marketplaces and the increasing entrepreneurial spirit in smaller towns and cities across India. Amazon India’s commitment to delivering a seamless shopping experience is reflected in its ability to deliver over three crore products to Prime members nationwide within the same or the next day, a remarkable 26% increase from the previous year.
The festive sales witnessed a significant surge in seller performance, with over 70% exceeding Rs 1 crore in sales compared to the previous year. This growth is further amplified by the success of small and medium businesses, including women entrepreneurs, weavers, and artisans, who sold over 1,000 units every minute during the event. Amazon India highlights the significant impact of its platform on these businesses, stating that over 4,500 sellers experienced a 10x spike, over 7,000 sellers saw a 5x spike, and over 13,000 enjoyed a 2x spike in sales compared to last year’s event.
The festive sales also saw a remarkable adoption of EMIs, particularly for big-ticket purchases. One in four electronics sales, ranging from mobile phones to large appliances, leveraged EMI options, with a staggering four out of five opting for No Cost EMIs, registering a 45% YoY growth. Overall EMI adoption surged by 25% compared to 2023, indicating a growing trend of using financing options for larger purchases.
The premium smartphone segment, priced at Rs 30,000 and above, witnessed the highest YoY growth in volume across all price segments, driven by a wide range of selection, attractive deals, and convenient payment options. This segment saw a significant contribution from Tier 2 and beyond cities, accounting for over 70% of sales. The demand for larger appliances from Tier 2 cities also grew by 25%, with customers favoring air conditioners and refrigerators. This trend highlights the increasing purchasing power and desire for modern conveniences in these regions.
These record-breaking sales figures underscore the transformative impact of online marketplaces like Amazon India on the Indian retail landscape. The company’s commitment to supporting sellers, particularly small and medium businesses, coupled with its focus on customer experience and innovative payment options, has played a significant role in driving this growth. As rural India continues to embrace e-commerce, Amazon India is well-positioned to further capitalize on this burgeoning market, fostering economic growth and inclusivity across the country.
