analysis of Flipkart’s Big Billion Daysb2bimages.iimg.in/files/retail_files/reports/data... · App vs Site - Flipkart 0 500 1000 1500 2000 2500 3000 ice Average of Flipkart Site

Private & Confidential

Ugam’s analysis of Flipkart’s Big Billion Days

versus Amazon’s Great Indian Festive Sale

October 21, 2015

2 Private & Confidential

Introduction

• The Flipkart Big Billion Days Sale completed its second year run last week from Oct. 13 -

17, 2015. However, this year the sale was limited to only the Flipkart app and held for a

longer duration (5 days versus 1 day, last year)

• At the same time, Amazon too launched their Great Indian Festive sale, during the

same days as Flipkart, and in addition offered users an opportunity to shop from

desktops, as well as the app

• Leading up to the sale, Ugam gathered 25 of the likely bestselling products on Flipkart,

Amazon and Snapdeal across various online popular categories like:

– Laptops

– Books

– Home Appliances

– External Storage

– Routers

• We saw some interesting price movements in these categories

Private & Confidential 3

Pricing Analysis of Likely Bestsellers - Laptops


App vs Site on Flipkart

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Average of Flipkart Site Price Average of Flipkart APP Price

• Average price on Flipkart app was higher than on their site during the

days of sale


App vs Site - Amazon

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Average of Amazon Site Price Average of Amazon APP Price

• Average price on the Amazon app was higher compared to its site

during the middle of the sale period


App vs Site- Snapdeal

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Average of Snapdeal Site Price Average of Snapdeal APP Price

• During the sale, Snapdeal had the least delta between

average app price and average site price


Difference between site vs app pricing

(Site - APP)/Site

Row Labels Flipkart Amazon Snapdeal

10/6/2015 -2.0% 0.0% -0.6%

10/7/2015 0.0% 0.0% 1.9%

10/8/2015 0.0% -0.2% 8.0%

10/9/2015 0.0% 0.0% 8.7%

10/10/2015 0.0% -0.2% -0.6%

10/11/2015 0.7% -0.2% 0.0%

10/12/2015 0.0% 0.0% 0.0%

10/13/2015 -0.5% 0.2% 0.3%

10/14/2015 -3.2% 1.8% -0.2%

10/15/2015 -3.1% -2.7% 0.5%

10/16/2015 -4.2% -12.8% 1.9%

10/17/2015 -1.5% 0.2% -1.0%

10/18/2015 -0.7% 0.5% 0.1%

• On all the 5 days of Flipkart’s big billion sale, the average pricing of the

likely bestsellers in the laptop category was higher on its app than the

site, ranging from 0.5% - 4.2%


Laptops – Average lowest prices

Date Average

Lowest Price

Flipkart Site

Price Index

Flipkart APP

Price Index

Amazon Site

Price Index

Amazon APP

Price Index

Snapdeal

Site Price

Index

Snapdeal

APP Price

Index

10/6/2015 26366.20 1.02 1.04 1.00 1.00 1.01 1.01

10/7/2015 26357.40 1.03 1.03 1.00 1.00 1.12 1.10

10/8/2015 26377.40 1.02 1.02 1.00 1.00 1.09 1.01

10/9/2015 26187.60 1.02 1.02 1.01 1.01 1.10 1.00

10/10/2015 26036.00 1.03 1.03 1.01 1.01 1.00 1.01

10/11/2015 25856.00 1.05 1.04 1.02 1.02 1.00 1.00

10/12/2015 26106.20 1.04 1.04 1.00 1.00 1.11 1.11

10/13/2015 26292.75 1.02 1.03 1.00 1.00 1.09 1.09

10/14/2015 26666.80 1.00 1.03 1.09 1.07 1.08 1.08

10/15/2015 26854.80 1.00 1.03 1.08 1.11 1.07 1.07

10/16/2015 26448.50 1.00 1.05 1.00 1.13 1.10 1.08

10/17/2015 27234.19 1.00 1.02 1.00 1.00 1.10 1.11

10/18/2015 27555.80 1.00 1.01 1.11 1.10 1.09 1.09

• Going into the sale, from 06th – 13th, Amazon had the lowest price

right up to first day of the sale

• During the sales day, Flipkart had the lowest price

• Snapdeal didn’t have the lowest price during Flipkart and Amazon

sale


Pricing Analysis of Likely Bestsellers- Books


App vs Site - Flipkart

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• Pre-sale, the Flipkart app offered a lower average price

on the likely bestselling books than the site; which

interestingly was the reverse during the sale.



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App vs Site - Snapdeal

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Difference between site vs app pricing (Site - APP)/Site

Dates Flipkart Amazon Snapdeal

10/6/2015 11.2% 7.4% 38.1%

10/7/2015 8.9% 7.4% 0.0%

10/8/2015 8.8% -0.9% 0.0%

10/9/2015 13.0% -0.9% 0.0%

10/10/2015 9.5% -3.8% 0.9%

10/11/2015 9.9% -2.2% 0.0%

10/12/2015 0.0% -0.8% 0.0%

10/13/2015 -3.0% -0.5% 0.1%

10/14/2015 -6.9% 0.4% 0.0%

10/15/2015 -6.4% -0.5% 0.0%

10/16/2015 -7.7% -0.3% 3.6%

10/17/2015 -2.4% -0.7% 0.0%

10/18/2015 3.5% 0.0% 0.0%

• On all the five days of the sale, the average pricing of the likely

bestsellers in the books category was higher on its app than the

site, ranging from 2.4% - 7.7%. Amazon had a similar trend, however

with a much smaller difference (0.3% - 0.7%)


Books – Average lowest price

Row Labels Average Lowest Price

Flipkart Site Price Index

Flipkart APP Price

Index

Amazon Site Price

Index

Amazon APP Price

Index

Snapdeal Site Price

Index

Snapdeal APP Price

Index

10/6/2015 1731.33 1.33 1.18 1.22 1.13 1.62 1.00

10/7/2015 1731.33 1.36 1.24 1.22 1.13 1.00 1.00

10/8/2015 2106.60 1.11 1.02 1.00 1.01 1.29 1.29

10/9/2015 2072.20 1.15 1.00 1.02 1.03 1.31 1.31

10/10/2015 2049.20 1.12 1.01 1.00 1.04 1.34 1.33

10/11/2015 2080.20 1.14 1.03 1.00 1.02 1.32 1.32

10/12/2015 2080.20 1.10 1.10 1.00 1.01 1.26 1.26

10/13/2015 2028.64 1.08 1.11 1.00 1.00 1.33 1.33

10/14/2015 1998.20 1.07 1.15 1.00 1.00 1.36 1.36

10/15/2015 1976.60 1.09 1.16 1.00 1.01 1.33 1.33

10/16/2015 1993.30 1.07 1.15 1.00 1.00 1.35 1.30

10/17/2015 1766.00 1.26 1.29 1.00 1.01 1.53 1.53

10/18/2015 2025.20 1.18 1.14 1.00 1.00 1.33 1.33

• Based on the data, Amazon had average lowest price on

books


Pricing Analysis of Likely Bestsellers - Home appliances



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• Contrary to what one would except, prices went up

during the sale, a phenomena which is similar to what

is witnessed globally



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• Same is seen with Amazon, the prices went up during

the sale



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• Same is seen with Snapdeal, the prices went up

during the sale


Difference between site vs app pricing (Site - APP)/Site


10/6/2015 0.2% -4.4% 0.0%

10/7/2015 0.2% -1.4% 0.0%

10/8/2015 0.6% 0.0% 0.9%

10/9/2015 0.0% 0.0% -0.4%

10/10/2015 0.0% 0.0% -0.5%

10/11/2015 0.2% 0.2% 0.0%

10/12/2015 0.0% 0.2% -0.2%

10/13/2015 -0.4% -0.8% 1.7%

10/14/2015 3.5% -2.0% -1.2%

10/15/2015 2.0% -0.3% 0.1%

10/16/2015 -0.4% -1.5% -5.3%

10/17/2015 14.8% 0.0% 0.0%

10/18/2015 -3.9% 0.0% -1.3%


Home appliances – Average lowest price



Flipkart APP Price Index

Amazon Site Price

Index

Amazon APP Price

Index

Snapdeal Site Price

Index

Snapdeal APP Price

Index

10/6/2015 5062.20 1.03 1.03 1.03 1.08 1.00 1.00

10/7/2015 5062.00 1.03 1.03 1.06 1.08 1.00 1.00

10/8/2015 5075.00 1.03 1.02 1.07 1.07 1.01 1.00

10/9/2015 4983.60 1.05 1.05 1.04 1.04 1.00 1.00

10/10/2015 4975.80 1.05 1.05 1.04 1.04 1.00 1.01

10/11/2015 5044.80 1.02 1.02 1.03 1.03 1.00 1.00

10/12/2015 4767.20 1.08 1.08 1.09 1.09 1.00 1.00

10/13/2015 4747.96 1.08 1.09 1.00 1.01 1.14 1.12

10/14/2015 8385.56 1.04 1.00 1.05 1.07 1.01 1.03

10/15/2015 8505.44 1.02 1.00 1.06 1.06 1.17 1.17

10/16/2015 8616.47 1.00 1.00 1.01 1.03 1.11 1.16

10/17/2015 6739.93 1.17 1.00 1.35 1.35 1.57 1.57

10/18/2015 7171.00 1.00 1.04 1.27 1.27 1.16 1.18

• In the days leading up to the sale, Snapdeal had low

average prices, while Flipkart app offered low average

prices during the sale


Pricing Analysis of Likely Bestsellers- External Storage



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• In the external storage category, the likely best sellers

were priced lower, on the Flipkart site versus its app

during the sale days



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• In this category Snapdeal’s app had priced the likely

bestsellers lower than its site


Difference between site vs app pricing

Site VS APP (Site - APP)/Site


10/6/2015 0.4% -0.4% 3.5%

10/7/2015 0.9% 0.1% 3.7%

10/8/2015 0.1% -0.1% 5.6%

10/9/2015 0.1% 0.0% 3.9%

10/10/2015 -0.5% 0.4% 3.6%

10/11/2015 0.5% 0.5% 0.0%

10/12/2015 0.5% 0.2% 3.9%

10/13/2015 -2.2% -0.2% 5.7%

10/14/2015 -1.8% 0.0% 3.3%

10/15/2015 -2.9% 1.2% 2.9%

10/16/2015 -4.7% 0.0% 2.5%

10/17/2015 -2.8% 0.0% 1.6%

10/18/2015 -1.6% 1.0% 1.7%

• On all days of the sale, Flipkart’s app had higher prices than

its site for the likely bestsellers in the external storage

category


External storage – Average lowest price

Row Labels Average

Lowest Price Flipkart Site

Price Index Flipkart APP

Price Index

Amazon Site Price

Index

Amazon APP Price

Index

Snapdeal Site Price

Index

Snapdeal APP Price

Index

10/6/2015 3981.80 1.15 1.14 1.00 1.00 1.05 1.01

10/7/2015 3990.80 1.14 1.13 1.00 1.00 1.05 1.01

10/8/2015 3956.40 1.16 1.16 1.01 1.01 1.06 1.00

10/9/2015 3992.00 1.14 1.14 1.00 1.00 1.05 1.01

10/10/2015 3992.00 1.14 1.14 1.00 1.00 1.05 1.01

10/11/2015 3992.00 1.14 1.14 1.00 1.00 1.03 1.03

10/12/2015 3937.00 1.16 1.16 1.08 1.08 1.04 1.00

10/13/2015 3903.88 1.16 1.19 1.00 1.00 1.07 1.00

10/14/2015 3959.35 1.15 1.18 1.00 1.00 1.04 1.01

10/15/2015 3973.25 1.14 1.18 1.05 1.03 1.03 1.00

10/16/2015 3976.00 1.12 1.18 1.05 1.05 1.03 1.00

10/17/2015 4088.40 1.10 1.13 1.01 1.01 1.02 1.00

10/18/2015 4077.20 1.11 1.13 1.04 1.03 1.02 1.00

• During the sale, the likely bestsellers in the external storage

category were priced higher on Flipkart app and site

compared to Amazon and Snapdeal, for that particular day


Pricing Analysis of Likely Bestsellers - Routers



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• On an average, Snapdeal priced its likely bestsellers

in the routers category, lower on its site than app


Difference between site vs app pricing Site VS APP (Site - APP)/Site

Row Labels Flipkart Amazon Snapdeal

10/6/2015 -0.6% 1.4% -0.1%

10/7/2015 -3.1% -0.1% -11.6%

10/8/2015 0.0% 0.1% -5.5%

10/9/2015 0.0% 0.5% -6.7%

10/10/2015 -0.1% 0.5% -6.3%

10/11/2015 -1.2% 5.2% 0.0%

10/12/2015 0.0% -2.7% -2.3%

10/13/2015 0.0% -2.5% -0.5%

10/14/2015 1.8% -2.1% -3.6%

10/15/2015 0.3% 0.7% -6.9%

10/16/2015 -0.3% -1.0% -7.6%

10/17/2015 12.8% -1.3% -1.2%

10/18/2015 0.7% 0.0% -7.5%

• On 4 out of the 5 sale days, Flipkart’s app was priced

lower than or matched its site for the likely bestsellers in

routers category


Routers – Average lowest prices



Flipkart APP Price Index

Amazon Site Price

Index

Amazon APP Price

Index

Snapdeal Site Price

Index

Snapdeal APP Price

Index

10/6/2015 1048.40 1.16 1.17 1.02 1.00 1.00 1.00

10/7/2015 1034.60 1.15 1.19 1.03 1.03 1.00 1.12

10/8/2015 1044.80 1.17 1.17 1.00 1.00 1.00 1.05

10/9/2015 1029.40 1.19 1.19 1.01 1.00 1.00 1.07

10/10/2015 1032.60 1.19 1.19 1.01 1.00 1.00 1.06

10/11/2015 1032.60 1.13 1.14 1.06 1.00 1.00 1.00

10/12/2015 1033.00 1.13 1.13 1.03 1.06 1.00 1.02

10/13/2015 1030.72 1.13 1.13 1.00 1.02 1.02 1.02

10/14/2015 1013.82 1.17 1.15 1.00 1.02 1.02 1.06

10/15/2015 1015.40 1.15 1.14 1.01 1.00 1.04 1.11

10/16/2015 1019.90 1.14 1.14 1.00 1.01 1.03 1.11

10/17/2015 1012.60 1.15 1.00 1.02 1.04 1.02 1.04

10/18/2015 1074.40 1.09 1.08 1.00 1.00 1.00 1.07

• Going into the sale and during the sale, Amazon

offered the average lowest prices across its app and

site for likely bestsellers in the routers category

www.ugamsolutions.com

Ugam is a global leader in managed analytics that helps retailers and brands transform big data into valuable

insights. The company’s unique managed services offering combines a proprietary big data technology platform with

deep domain knowledge and analytics expertise to empower clients to make decisions that improve their business.

For retailers, online marketplaces and brands, Ugam supports better merchandising, marketing and channel

management decisions through the use of analytics. Five of the top 10 U.S. retailers, many of the world’s largest

brands and online marketplaces work with Ugam because of its ability to deliver high-quality insights with unmatched customer experience.

For more information, contact: [email protected]


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Documents

analysis of Flipkart’s Big Billion Daysb2bimages.iimg.in/files/retail_files/reports/data... · App vs Site - Flipkart 0 500 1000 1500 2000 2500 3000 ice Average of Flipkart Site