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The Festive Sales Came to an End, Earning Double Profits For Flipkart & Amazon

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Image Source: theweek.in

The festive sales in India, inspired by the Singles Day event in China and the Cyber Monday in the US, have been repeated a few times now. Flipkart’s Big Billion Days Sale was the first of its kind (India), that was organised in October 2014. The five days sale of Flipkart, and the six days Amazon’s festive sale, has come to an end, and after the sales, Flipkart has claimed its 70% market share in the Indian e-commerce market, and likewise, Amazon has also recorded a huge profit in the sales. In fact, both the companies have earned double of the profits they had gained in the previous year’s sale.

The profits, that Amazon has earned in this festive sale, have registered its best-ever performance, nearly equal to the Flipkart’s Big Billion Days Sale. Although Flipkart is still in lead, Amazon’s India head Amit Agarwal reportedly said that the sale has given outstanding results, and has gained more profits, before the end of the sales. Also, it has surpassed all the expectations. He also said. “There are two specific areas, where we pay particular attention to, which is: the new customers and the reach of those customers, and Prime member sign-ups.” The sales added 80% new customers from the rural area to the Amazon customer base, and there have been new sign-ups for Amazon’s Prime Membership. According to the reports, Amazon sold 1 million Xiaomi smartphones, and also, the one plus phones worth 400 crores, in a day.

On the other hand, Flipkart has gained two times more profits than the previous year’s sales, fashion products playing the most vital role in it. It also sold 3 million smartphones on a single day and has claimed 85% shares in the smartphone market on that same day. A Flipkart spokesperson said, “Gross merchandise value (GMV) grew 80 per cent over the last year, whereas units grew by close to 2X year-on-year.” According to Flipkart, the BBDS 2018 has smashed all its previous records. It also gained almost 50% more customer base for Flipkart and welcomed 25 million visitors on its app, on one of the sale days.

Both Amazon and Flipkart had introduced EMI and other new payment options to attract more customers from the rural areas of India. And, based on the sales, one must say that both have achieved beyond the targets. Along with Amazon and Flipkart, other e-commerce sites including Shopclues, Snapdeal and Paytm Mall also organised their festive sales and has seen a surge in their profits this year.

eBay India acquisition and fund raising by FlipKart

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India’s largest and most successful e-commerce platform Flipkart has finally put all the rumors to rest on Monday by confirming a successful fund raise of USD 1.4 billion at a post-transaction valuation of  $11.6 billion, a notable drop of 3.6 billion from its May 2015 valuation. Although, not completely in Flipkart’s favor, the move surely strengthens their arsenal with big names like strategic investor Tencent, ebay and Microsoft. With Alibaba’s speculated entry in India by the end of this year, Flipkart has already started preparations  for a battle among giants; Amazon, Alibaba and Flipkart.

Tencent, a Chinese Investing firm and owner of wechat, has already invested in Indian messaging platform Hike and healthcare startup Practo. But, this deal of $700 million is their largest investment in India. India being the fastest growing internet market, with studies estimating online population in India to reach 450-465 million by June 2017, involvement of huge firms does align with the opportunity. Tencent joins as a strategic investor, bringing experience in linking social networking with e-commerce.

“This strategic partnership enables Tencent to participate in the exciting opportunities in e-commerce and payments in India. We look forward to helping Flipkart to deliver compelling experiences to users throughout India, and to contribute to the development of the internet ecosystem there,” said Martin Lau, Tencent President.

The eBay deal comes with a $500 million cash investment along with eBay taking $200 million in stocks for handing over its Indian platform ebay.in to Flipkart. But, eBay will continue to function as an independent entity separate from Flipkart. There is also a cross-border agreement between two companies to promote each other’s operations. As a result, eBay users will be able to access inventories from Flipkart sellers and vice-versa, providing a wider global presence to both the firms.

“We are delighted that Tencent, eBay and Microsoft — all innovation powerhouses — have chosen to partner with us on their India journey. We have chosen these partners based on their long histories of pioneering industries, and the unique expertise and insights each of them bring to Flipkart. This deal reaffirms our resolve to hasten the transformation of commerce in India through technology,” Flipkart founders Sachin Bansal and Binny Bansal said in a statement.

On its way towards monopoly, Flipkart has already acquired firms like Myntra, Jabong and now ebay India. All of this to stand strong against Amazon. A news about Snapdeal’s acquisition by Flipkart  following its struggle to generate profits is also doing rounds.

Snapdeal Story: How a deals website became top eCommerce platform of India

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Two best friends having common interest in food and maths from Delhi Public School started an offline coupons business which later turned into one of the biggest eCommerce companies of India. The CEO Kunal Bahl (alumni Wharton School, US) and COO Rohit Bansal (IIT Delhi alumni) joined hands to create Snapdeal.

Kunal Bahl, Snapdeal
Kunal Bahl, Snapdeal, Image Credit: Wikimedia.

Back in 2007 when Kunak Bahl’s US visa got rejected and was asked to return to India, he along with Rohit Bansal who was working for CapitalOne in India, decided to work together and do something different.  Kunal while studying in US did 3 different jobs to make up for his monthly expenditures. It is there where he started using food coupons so that he could get a discount and mitigate his expenses with only two jobs. This is what he along with Rohit planned to start in India.

Moneysaver to Snapdeal
They started their entrepreneurial journey in December 2006 from MoneySaver. The business model had no technology involved and was pretty simple. Snapdeal (then MoneySaver) would  get attractive deals from the restaurants, hotels, saloons etc. on the promise of getting them more customers. These coupons were printed in a discount book which they would sell to  customers.

It was a simple business model but they had a hard time getting those deals and coupons. It wasn’t easy to convince businesses to offer coupons as well as customers to buy those booklets. Not many people were aware of this coupon model in India.

As soon as a they started this business they were at a stage where they had only 20,000 Indian Rupees ($300) in their company bank account with current liabilities to the tune of 500,000 Rupees ($7000). They had to pay salaries and other dues from their personal savings and ended up only in Rs. 50,000 ($700) in their personal bank accounts in total.

They did many experiments including community coupon mailing where they would get attractive deals from the hotels, restaurants, spas, saloons etc and mail those to the community around. “It was a total waste”, says Kunal Bahl as the mailing infrastructure in India was very bad. Slowly things picked up and Snapdeal went online in 2010 with initial investment from Vani Kola’s venture capital firm.

Pivoting from deals to eCommerce 
The company was generating  good revenues and was on right track. They acquired Grabbon in 2011. On suggestion of some of the merchants involved in deal business with Snapdeal, Kunal and Rohit checked out Alibaba.com. Inspired by the success of Alibaba, Kunal Bahl took a firm decision to pivot from deals business to eCommerce. This was a tough and risky decision. However, this decision turned out to be so good that today Snapdeal is among top 3 eCommerce websites in India.

They created a marketplace for small merchants and industries so that they could directly connect with the millions of customers online. This eCommerce model was not applied by Flipkart (at that time) as it used its own huge inventory to sell and deliver products. However, later Flipkart too joined the marketplace bandwagon.

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Snapdeal in 2011

To sustain growth and compete with companies like Flipkart they raised further investments of $45 million from Nexus ventures and Bessemer venture partners. They also received a $50 million investment from from E-bay and other existing partners.

E-commerce to M-commerce
Kunal Bahl believes in constant innovation and growth. Looking at the changing user behavior and rapidly increasing mobile and internet penetration, Snapdeal created a mobile application that could work smoothly even on 2g connection. Idea was to get 50% of their orders from the mobile application.  Mobile application gave much needed push by increasing the orders, 80% of which coming only from mobile app.

With 30 million products from around 300K sellers with a reach of 6,000 towns and cities across the country, Snapdeal’s YOY growth today stands at 600%. Snapdeal counts Ratan Tata, Alibaba, SoftBank Corp, IndoUS Ventures, Intel Capital, Nexus Ventures, eBay, Kalaari Capital, Temasek Holdings etc. as their investors. Snapdeal also acquired FreeCharge, the online recharge and payment wallet in an equity deal in 2015.