DOI: 10.5176/2251-2012_QQE17.9

Authors: Joshi Sujata and Domb Menachem

Abstract:

The Indian E-commerce industry is growing multifolds and is expected to reach $20 Billion by 2020. This is due to changing mind-set of the Indian customers and ease of shopping online. Major Indian E-commerce companies have come up with strategies year on year to lure the customers – Flash sales one amongst them. Flash sales such as Flipkart’s – ‘Big Billion Day’, Amazon. In’s- ‘Great Indian Shopping Festival’ and Snap deal’s- ‘Unbox Zindagi (Unbox Life)’ provide promotional sales on deeply discounted prices on major Indian festivals. The objective of this research paper is to understand the impact of flash sales as a sales promotion tool on revenues, sales, traffic and logistics of 3 major Ecommerce platforms of India i.e. Flipkart, Amazon and Snapdeal. Research Methodology: Data related to the flash sales of 3 major online retailers from 2011 to 2016 wiz Flipkart, Snapdeal and Amazon, was collected from secondary sources in order to analyse the impact of Flash sales on E commerce companies with respect to sales, revenues, website traffic and logistics. Conclusion: The study will help e-commerce companies understand the impact of flash sales for them.

Keywords: Indian e-commerce, Flash sales, Consumer Behaviour, Big Billion Day, Great Indian Shopping Festival, Unbox Zindagi

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