E-commerce Festive Season Sales insights – 2021

The most popular annual e-commerce sales event Flipkart Big Billion Day (BBD) & Amazon Great Indian Festival sale just got over. We analyzed fashion and apparel sales data of more than 1.5 Million orders processed during this sale by our Warehouse Management System (WMS) and noticed insights that brands and retailers can capitalize on.

The overall revenue contribution this year was higher as compared to last year. This year shoppers bought products at a higher ASP and at a lower discount percentage across categories. See how shoppers behaved across cities.

  • East India’s revenue contribution was more than West. The North-Eastern states emerged as a high potential market which contributed to 7% of the national revenue. A higher than average COD percentage indicated the need for improvement in logistics and faster order fulfilment with distributed warehousing.
  • Tech cities (Bangalore, Pune & Hyderabad) contributed to 12.6% of the national revenue, however, their spending pattern was surprisingly different than expected.
  • Women generally showed a higher preference for fashion colours, however, Trousers was one category where men’s contribution towards fashion colour was almost double that of women.
  • Sales of winter clothes like Sweatshirts and Jackets gained momentum during this sales period. Sweatshirts were preferred more in fashion colours and Jackets sold more in basic colours.

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