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Amazon India hits record high with 2023 festive sale, 80% orders from rural areas and small towns

Amazon India, a prominent player in the e-commerce sector, announced on Tuesday that its 2023 festive sale has achieved unprecedented success, marking the best performance in its 13-year history in the country. A company representative attributed this achievement to robust consumer demand. Market research firm Redseer Strategy Consultants predicts that online sales within the e-commerce industry during this festive season are poised to experience substantial growth, estimated at 18-20%, reaching a staggering INR 90,000 crore.

During the initial four days of the current year’s festive season sales conducted by online retailers, there was a 16% year-on-year increase, resulting in a gross merchandise value (GMV) of INR 29,000 crore.

Reports indicate that the government-supported Open Network for Digital Commerce (ONDC) has achieved a significant milestone in terms of retail orders, primarily focusing on food, beverages, and groceries, during this festive season.

“This is the best year festival sale in every parameter,” Amazon director (consumer electronics, personal computing, and large appliances) Nishant Sardana said.

Amazon observed no decline in rural purchasing, signaling a resurgence in demand that had been sluggish post-COVID.

Rural areas and smaller towns, in fact, displayed robust growth, with 80% of Amazon’s orders coming from tier II, III, and IV markets, as affirmed by Sardana. However, the gross merchandise value (GMV) of goods sold was not disclosed.

The company’s festive sale still has four more days remaining before it concludes.

Amazon has stated that it has increased its capacity and implemented technological enhancements to meet the heightened demand during the sale.

“Our pursuit has been to remain relevant to each and every individual and be their personal store through continuously improved personalization, lowered latency using the latest AI technology and through new features such as Amazon Live, visual search, and automated product videos,” said Kishore Thota, Director of shopping experience, India and emerging markets, Amazon India.

The company announced its plans to feature over 1,000 streams as part of Amazon Live, with a curated roster of more than 300 influencers spanning tech, gaming, fashion, lifestyle, home, sports, and beauty. This concept has been performing admirably.

The regulators are gradually scrutinizing the role of influencers.

Amazon India operates three significant fulfillment centers in Bengal, boasting a combined storage capacity exceeding 3 million cubic feet.

“We have close to 55,000 sellers from West Bengal selling everything from apparel, sports goods, hosiery items, consumables, and a lot more on the Amazon India platform,” Thota said.

Amazon India has asserted that it has generated over 100,000 seasonal employment openings throughout its operational network for the Indian festive season. These job opportunities encompass both direct and indirect positions across various cities in India, including Mumbai, Delhi, Pune, Bangalore, Hyderabad, Kolkata, Lucknow, and Chennai.

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