Amazon’s recent Great Indian Festival 2024 has set a remarkable milestone with 11 crore customer visits within just 48 hours. This staggering number reflects not just the popularity of the event but also emphasizes the significant role that e-commerce plays in shaping consumer behavior in India, especially as it adapts to changing shopping preferences.

In the first two days of the festival, over 8,000 sellers achieved sales exceeding Rs 1 lakh. According to Saurabh Srivastava, VP of Categories at Amazon India, this year marked the largest opening for the event, with a notable increase in Prime members participating in the sales. The diverse mix of sellers included small and medium businesses (SMBs), many of whom experienced unprecedented growth during this peak shopping period.

A deeper dive into the data reveals intriguing consumer behavior. Nearly 80% of television orders came from tier 2 and 3 cities, highlighting a trend where smaller cities are rapidly catching up with metropolitan areas in terms of purchasing power. Furthermore, half of the customers opted for Equated Monthly Installments (EMIs) as a payment method, signifying a shift towards more flexible financing options, particularly for major purchases like electronics.

The event also experienced a remarkable 40% surge in no-cost EMI transactions, with a substantial 90% of these purchases concentrating on electronics, such as mobiles, televisions, and appliances. This data reveals a trend not just limited to consumer electronics but also a growing appetite for flexible payment solutions among Indian shoppers.

The fashion and beauty segment saw over 60% of new buyers hailing from tier 2 and beyond cities. This demographic accounted for more than 55% of total orders placed in the initial hours of the sale, indicating that e-commerce is effectively reaching a wider audience and breaking geographic barriers traditionally associated with retail shopping.

Moreover, small and medium enterprises have significantly benefited from this sales event. Many sellers, including women entrepreneurs, artisans, and weavers, reported sales of over 1,500 units per minute during this critical 48-hour window. This participation underscores the vital importance of platforms like Amazon in empowering local businesses and boosting the economy.

To accommodate the festive demand, Amazon has expanded its logistics network, recently inaugurating three new fulfillment centers in Delhi NCR, Guwahati, and Patna. This expansion aims to enhance operational efficiency and ensure a timely delivery of products across the country, notably during the peak shopping season.

In parallel to enhancing logistics, Amazon also contributed to the job market by creating over 1,00,000 seasonal jobs. This move not only supports the workforce during busy sales seasons but also illustrates Amazon’s commitment to contributing to the local economy, particularly in underserved regions.

As e-commerce continues to flourish in India, brands and retailers must keep pace with evolving consumer expectations. The strong participation from tier 2 and 3 cities during the Great Indian Festival indicates an urgent need for businesses to tailor their offerings for diverse customer bases, ensuring they are accessible to all.

In conclusion, the 11 crore customer visits during Amazon’s Great Indian Festival underscored a turning point for e-commerce in India. The data suggests that as shopping habits become increasingly sophisticated, driven by digital access and convenience, businesses stand at a crossroads, facing both immense opportunity and fierce competition. Success in this evolving landscape will depend largely on how well retailers adapt their strategies to meet the demands of a dynamic and diverse consumer base.