The Amazon Great Indian Festival (AGIF) 2024 has launched with unprecedented success, showcasing the e-commerce giant’s expanding influence in India. The first two days of the sale revealed impressive statistics, particularly from smaller towns and medium-sized businesses (SMBs).

Key Points

Customer Engagement: Over 11 crore visits were recorded in the first 48 hours, with 80% coming from Tier 2 and smaller towns.

Prime Membership Growth: Prime members made eight times more purchases than on regular days during the Prime Early Access period.

The success of SMBs: More than 8,000 sellers achieved over ₹1 lakh in sales within the first two days, with significant growth reported from Tier 2 and Tier 3 cities.

Digital Payment Trends: 1 in 5 purchases were made using EMI, while UPI transactions rose by 16% compared to last year.

Diverse Product Demand: Smartphones and large-screen TVs were among the top-selling categories, with over 75% of smartphone sales coming from smaller towns.

Opening Weekend Highlights

Amazon’s AGIF 2024 marked a historic opening, recording over 11 crore customer visits in just two days. The data indicates that about 80% of the traffic originated from Tier 2 cities and beyond, illustrating the growing online shopping trend in less urbanized areas. The sale’s success can also be attributed to the significant participation of Prime members, who reportedly purchased eight times more compared to regular shopping days during the Prime Early Access phase.

Small and Medium Businesses (SMBs) Thriving

The AGIF provided a platform for small and medium businesses to flourish. Over 8,000 sellers reached sales exceeding ₹1 lakh in the first 48 hours. Sellers from Tier 2 and Tier 3 cities experienced remarkable growth, highlighting the opportunity for businesses to thrive outside major metropolitan areas. Women entrepreneurs and artisans significantly benefited as well, selling over 1,500 units per minute during the sale.

Promotional Offers and Payment Options

Amazon introduced various attractive bank offers and no-cost EMI options to drive sales, particularly for big-ticket items. Approximately 1 in 5 purchases were made via EMI, reflecting the increasing consumer preference for financing options. Additionally, the use of UPI transactions increased by 16%, while Amazon Pay became more popular, accounting for 1 in 11 orders made using the Amazon Pay ICICI Co-Branded Credit Card.

Broad Range of Products

The festival saw consumers shopping across diverse categories, with smartphones being a standout product. Premium brands such as Apple and Samsung were top sellers, and notably, over 75% of smartphone sales originated from smaller towns. Large-screen TVs also garnered significant demand, further indicating a shift in purchasing behavior in rural and semi-urban areas.

Fulfillment Strategies

To manage the high volume of orders during the festive season, Amazon delivered over three lakh products on the same day or the next. The company expanded its fulfillment centers and hired more than 100,000 seasonal workers to meet the surge in demand, ensuring timely delivery of products. The Great Indian Festival will continue throughout the month, providing consumers with ongoing opportunities to take advantage of promotions.

Conclusion

The Amazon Great Indian Festival 2024 reflects not only a surge in consumer engagement but also the evolving e-commerce landscape in India, particularly in smaller towns and cities. With significant growth among SMBs and the increasing adoption of digital payments, Amazon is cementing its role as a leading player in the Indian retail market. As the festival unfolds, it will be intriguing to observe how these trends shape the future of online shopping in the country.