Flipkart Sees Record Engagement with 7.2 Billion Visits During Festive Season 2024

In a clear sign of growing consumer enthusiasm and digital adoption across India, Flipkart, the major e-commerce player, reported an impressive 7.2 billion customer engagement visits during the recent festive season, spanning from September 1 to October 28.

The company also recorded a notable 282 million unique visitors within the period, a significant increase driven by the popularity of premium products and personalized shopping experiences, especially among customers in metro cities and Tier-2+ regions.

This surge in engagement underscores a transformative shift in India’s e-commerce landscape, highlighting how the festival season has bolstered customer and seller interactions on Flipkart’s platform.

The Big Billion Days 2024: Record-Breaking Festive Sale Event

Marking the 11th edition of its signature festive sale, Flipkart’s "The Big Billion Days" (TBBD) began on September 27, with early access for Flipkart VIP and Plus members on September 26. The event extended for 11 days, competing with Amazon’s "Great Indian Festival," which also commenced on September 27. While Flipkart hasn’t disclosed precise customer engagement numbers for TBBD 2024, the overall traffic surge points to a record-breaking season. In comparison, last year’s TBBD drew 1.4 billion customers to Flipkart’s platform alone.

Focus on Expanding Access Across India

Harsh Chaudhary, Flipkart’s VP and Head of Growth, expressed that this year’s heightened engagement reflects the company’s dedication to reaching customers even in remote areas. He stated, “By harnessing technology and expanding our reach, we have been able to deliver enhanced shopping experiences to millions of customers while empowering an ever-growing network of sellers.” Chaudhary further emphasized the economic importance of India’s festival season, calling it a pivotal period that not only delights customers but also drives economic growth and creates local opportunities.

Regional Growth and Increased Participation from Sellers

Flipkart saw an impressive 14.86% increase in unique visitors from the Eastern region and a 12% rise in overall customers compared to the previous year. Both metro and non-metro areas showed robust demand, with sellers experiencing 40-50% year-on-year growth due to increased customer engagement and better product offerings. Flipkart stated that this year’s participation from sellers on its platform was at an all-time high, contributing to a meaningful uplift in sales compared to 2023.

Consumer Preferences Lean Toward Premium and High-Tech Products

The 2024 festive season also saw a shift in consumer preference for high-end products, with categories like fashion, electronics (notably laptops and tablets), home essentials, beauty products, and general merchandise leading in demand. Flipkart noted a 17% year-on-year increase in customers opting for premium brands, reflecting a trend toward "premiumisation" across various segments.

Among electronics, high-quality Android smartphones with AI-powered features saw strong interest. This surge, Flipkart noted, was further propelled by attractive affordability options developed in partnership with banks and third-party financial providers.

Supporting Local Artisans Through ‘Samarth: Crafted by Bharat’

Flipkart’s "Samarth: Crafted by Bharat" initiative concluded its eighth successful edition this season, showcasing more than 25,000 unique handicraft items. These included contributions from artisans, weavers, NGOs, government bodies, rural and women entrepreneurs, and LGBTQ+ community members.

Flipkart’s focus on promoting local crafts resulted in a 1.6-times growth for Samarth sellers, with a 16% sales boost during the festive season. The Samarth program has had a positive impact on over 1.8 million livelihoods to date.

Creating Job Opportunities and Empowering MSMEs

Flipkart’s festive season operations also created over one lakh job opportunities, supporting India’s growing gig economy. Small businesses, artisans, and kirana partners also benefited from this year’s event, as Flipkart prioritized maximizing value for all stakeholders in its ecosystem.

Festive Season to Fuel India’s E-commerce Sector Growth

The festive season has ignited robust growth in India’s e-commerce sector, with sales projected to reach between Rs 100,000-120,000 crore in Gross Merchandise Value (GMV). According to Redseer Strategy Consultants, the e-commerce sector is likely to see 20% year-on-year growth driven by high consumer demand and an increasing preference for premium products.