Post Mortem Of #BigBillionDay – From A Brand Who Sells On Flipkart & Snapdeal

Sahil Baghla
Sahil is the CEO/Co-Founder at online fan merchandise store Bluegape.com 

In last couple of days – it seems like the whole country has got a special interest in ecommerce Industry. Facebook and Twitter feed is flooded with posts, first criticising the Big Billion Day and then appreciating the the apology letter by the Bansals.

We at bluegape sell our merchandise across multiple categories on Flipkart and Snapdeal. In terms of number of categories, number of SKUs – we are the biggest brand on marketplaces. Our current catalog size is 1 Lakh+ (In terms of catalog size – we are bigger than most niche ecommerce vertical players) and we sell into categories like Apparel and Bags, Home and Kitchen and Electronic Accessories. We are basically a fan merchandise company where designs are submitted by designers and brands across the world. These brands and designers earn royalty on every sale.

6th October (The big Billion Day) : In just 10 hours, we did 11 times the number of transactions on Flipkart that we do on daily basis. Flipkart had to put our account on hold after 10 hours to make sure that we are able to process the orders in the best possible way. While surprisingly on that day-  on Snapdeal, we did 3 times the number of transactions that we do on a normal day. Snapdeal kept the account running for complete 24 hours.

7th October (Next to The big Billion Day) : Flipkart again made the account active at 8 AM in the morning. We did 2 times transaction from a normal day transactions in 24 hours. While to the surprise – Snapdeal again did 3 times transactions.

8th October (Two days after The big Billion Day) : At Flipkart, we did 1.5 times the normal day transactions.  While on SnapDeal, we managed to do 2 times the normal day transactions.

Looking at the today’s transaction – we can see that Flipkart will settle down at 1.5 times growth and Snapdeal will settle down at 2 times growth.

This is a growth that we have seen for our brand on these two platforms. Still in term of number of orders – Flipkart is doing 2 times orders on our brand than what Snapdeal is doing.

Big thing to learn from Snapdeal : Flipkart invested a lot on marketing. Snapdeal hit the right chord (Times of India ad) to grab the attention on social media on the Big Billion day. That’s a best marketing.

They nailed in right there.

Related: Snapdeal Witnessed Sales Of INR 1 Cr. A Minute

Flipkart way : I have no right to write – what to learn from Flipkart from the Big Billion Day sale. I have no clue what it takes to run a marketing at such a big scale. What it takes to make the whole country talk about your brand. What Flipkart has done is super amazing. Few things went wrong. They over promised for which they have already apologised. It took seven years to build the brand and this one mistake could have gone really bad. They managed to handle the thunder well.

At the end – it last 3 days – as an industry ecommerce has moved few steps ahead. All thanks to the great efforts of Flipkart and Smart marketing of Snapdeal.

Related: Now Government To Look Into The Flipkart’s #BigBillionDay Fiasco