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Festive Sale Study - 2020

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  • September 2020
  • Region: Global
  • Redseer
  • ID: 5319465
Festive sales during Diwali is generally considered as the flagship sale event for almost every etailer in India. The publisher has been closely tracking this with ‘festive intel’ product where we share deep intelligence including:

Learning from previous sales- we can share as is reports on various platforms (market shares, category performance, key trends etc.)

Pre-sales strategy inputs- these are quintessential inputs for creating a strong operating plan for festive season.

During sales intel- Daily inputs on sales performance

Post-sale analysis and leaderboard- Post sale analysis both from platform side (market share, NPS etc.) as well as competition side (market share etc.)

Table of Contents

1. Overall summary of the e-tailing industry performance
1.1. Growth in average daily sales during sale days
1.2. Average order value growth trend
1.3 Player-wise market share
1.4 Growth trend in online shoppers
1.5 Category-wise share
1.5.1 In GMV terms
1.5.2 In Volume terms
1.6. Key initiatives taken by players to plan the sales
1.7 Satisfaction with sales of key stakeholders
1.8 Comparison of sales with global benchmarks
2. Customer PoV
2.1 Customer’s Perspective prior to start of sales event- platform wise awareness and desire to shop by category and platform
2.2 Top of funnel- Customer awareness and conversion incl for new shoppers
2.3 Player-wise shopper percentage and categories shopped
2.4 Active customers during the period and new customer additions
2.5 Platform-wise customer experience
2.6 Tier-wise customer shopping experience on app
2.7 Player-wise payment channel share
2.8 Customer satisfaction (incl for first time shoppers) with
2.8.1 2.8.1 Product range
2.8.2 Product Availability
2.8.3 App user experience
2.8.4 Web user experience
2.8.5 Discounts
2.8.6 Delivery experience
2.8.7 Customer Support
3. Seller PoV
3.1. Category wise sales experience
3.2 Category wise discount level across e-tailers
3.3 Overall seller satisfaction level across each player
3.4 Player-wise seller satisfaction with
3.4.1 First Mile Pickups
3.4.2 Logistics and Warehousing
3.4.2 Seller Panel
3.4.3 Payment Speeds
4. E-tailer Level Performance Map (1/2)- Business Metrics
4.1. Category-wise GMV share across players
4.2 Player-wise volume share across categories
4.3 Performance improvement compared to non-sales period across e-tailers
4.3.1 In GMV and Volume terms
4.4. Platform wise traffic trends
4.5 Category Sales Performance Deep-Dives and Insights
4.5.1 Mobiles
4.5.2 TV and Large Appliances
4.5.3 Fashion
4.5.4 Grocery
4.5.5 Home and Others
5 E-tailer Level Performance Map (2/2)- Success Factors
5.1 Player-wise Success Factors across categories
5.1.1 Exclusive Launches
5.1.2 Bank Offers
5.1.3 Discounts


1. Primary Research Consumers, stakeholders and industry experts are interviewed to help us validate key trends and market estimations.

While the exact figures may vary for different reports, on average, the publisher conducts:

  • ~1,000+ consumer surveys
  • ~30+ IDIs (in-depth interviews) with stakeholders (consumers, suppliers, distributors and delivery executives, among others)
  • ~25+ detailed discussions with industry experts Depending on the report in question, consumers and stakeholders are distributed across:
    • City tiers (Metros, Tier 1, Tier 2, Tier 3 & Tier 4 cities)
    • Income levels
    • Genders
    • Age groups
    • Professions
    • Internet usage pattern
    • Geographies


2. Secondary Research Secondary includes analysis of databases available in public domain. Information sought is cross-referenced and aligned for soundness.

Note: In order to maintain confidentiality, results and analysis of the surveys and expert interviews are presented at level of overall scenario analysis and representation only.