Amazon has reported more than 50 per cent year-on-year growth in shopping volumes during its ongoing Great Indian Festival sale, with customers beyond India’s metros accounting for 70 per cent of visits and faster delivery becoming a central part of the company’s fulfilment strategy.
The e-commerce company said it recorded more than 393 crore customer visits during the sale, equivalent to 3.93 billion visits. Aman Deep Lohan, Director, Home, Kitchen and Outdoors, Amazon India, said shopping volumes had grown by more than 50 per cent compared with last year’s Great Indian Festival.
“Another encouraging trend is that around 70 per cent of customer visits have come from beyond the metros,” Lohan told BusinessLine. He said customers from across the country were participating in the sale, which Amazon described as one of its biggest editions in recent years.
The figures point to the expanding role of digital commerce networks outside major metropolitan markets. Amazon said customers in Tier-II and Tier-III cities accounted for 60 per cent of demand for two-wheelers sold online. The company said shoppers from 4,500 pin codes were purchasing two-wheelers, including electric models and premium motorcycles from brands such as Triumph and KTM.
Delivery speed has also emerged as a major focus during the sale. Amazon said one in every three orders was delivered on the same day, while one in every two products ordered through its Amazon Now service was delivered within minutes. The service, which initially focused on perishables and vegetables, has expanded to include electronics and home and kitchen products.
Lohan said between 25,000 and 30,000 deals were being served through Amazon Now. The company did not provide a separate figure for the total number of Amazon Now orders in the supplied statement.
Demand has been strong for premium products, supported by bank offers and financing schemes. Amazon said customer savings during the sale had crossed ₹2,800 crore. EMI spending grew 40 per cent year-on-year and accounted for half of spending on mobiles, televisions and appliances. Of the total EMI spending, 90 per cent was through interest-free No Cost EMI, while the number of customers choosing the option rose 25 per cent from last year.
Premium Android smartphones priced above ₹30,000 recorded more than 50 per cent year-on-year growth, according to Amazon. Smartwatch purchases grew nearly fourfold to fivefold. Televisions with screen sizes of 55 inches and above accounted for 60 per cent of television purchases.
The company also reported an 80 per cent increase in demand for coffee machines and a 55 per cent rise for air fryers in the Home and Kitchen category. As Diwali approaches, Amazon said the category mix was shifting from electronics, smartphones, washing machines, air conditioners and kitchen appliances towards home décor, kitchen and dining products, and gifting items such as dinnerware and LEGO toys.
Amazon’s reported numbers place delivery coverage, fulfilment speed and digital access beyond large cities at the centre of the sale. The company’s next reported milestone will be the completion of the Great Indian Festival and the final assessment of shopping volumes, category demand and delivery performance.
