50 Per cent Customers on Amazon Availed EMIs to Stretch Budgets

  • These customers were shopping for large appliances and TVs on Amazon India
  • Amazon India sold as many Apple smartphones during this period as compared to total YTD sales

Large appliances category saw an 8X growth on Amazon India. The e-commerce portal said that almost half of the sales came from lower tier towns powered by brands like Godrej, LG, Samsung and Whirlpool. Additional insights released by the company said that every one in five customers upgraded their appliances with exchange.

“We, Ibell, are a Kerala based brand expanding our national presence through Amazon with 85 per cent sales from outside Kerala from 3,000 pin codes across 350 cities. We offer over 300 products across home appliances and industrial tools and have grown 12X on order units in the Great Indian Festival over last year’s event. We attribute this jump to the 30 member all women team running Seller Flex and support operations to the dot to maintain fastest of deliveries,” said Abbas from iBell.

Budgets did not get in the way of shopping as number of customers shopping using EMIs were 1.5X of Great Indian Festival 2018. New-to-credit customers shopping during Great Indian Festival grew 2x over the event last year. Three out of four customers that availed financing options came from Tier 2 and 3 cities. One out two customers who used financing were availing it for the first time.

Isha Electronics, EFY Image
Ish EFY Image

Appliances and TVs

Home and kitchen appliances, as per Amazon India grew 8X. Customers bought one mixer grinder every three seconds and one iron every 4.5 seconds during the event. Top brands in this category on Amazon India included Prestige, Bajaj, Butterfly, Philips, and Lifelong.

Cold pressed slow juicers also saw a growth of 450 per cent YoY alongside. The company further said that wwice as many TVs were purchased during this time than festive season 2018. Amazon’s official statement read, “One in two TVs sold in Amazon India were 4K ad large screen TVs with OnePlus being the Number One Premium TV. One of three Premium TVs were bought on EMI.”

It continued, “50 per cent customers availed EMI to stretch their budget and every one in five customers upgraded their appliances with exchange. During this time, every one out of three fully automatic washing machines being sold in India was on Amazon India. Every two out of three side-by-side refrigerator sold in India was on Amazon. Every one in two dishwashers sold was on Amazon India.”

Amazon Devices

This festive sales season, as per Amazon, was the biggest ever sale event for Echo Devices which saw a 70X growth. Amazon’s Fire TV Stick continues to be loved by the customers with a 30X growth. Alexa Smart Home devices and smart lights that work with Alexa were one of the highest selling products with a 75X increase.

Amazon’s official statement read, “Alexa built-in Devices witnessed a 30X growth led by brands like Sony, TCL and Motorola. Kindle: Readers across the country loved offers on Kindle clocking a 10X growth.”

Smartphones on Amazon India

Samsung, OnePlus, Apple, Xiaomi and Vivo drove 15x growth in the smartphone category on Amazon. New launches saw great customer demand and traction, with M30s becoming the bestseller on the day of launch. Vivo U10, OnePlus 7T were top performing products.

80 per cent growth for OnePlus over Great Indian Festival’18 with over Rs 700 Cr of sales. Samsung saw a growth of 5X compared to Great Indian Festival’18 led by stellar performance of the M Series and good demand for Samsung A series and Samsung Note 9. Redmi 7 emerged as the top seller in terms of unit sales.

Amazon’s official statement read, “Models like Mi A3, Redmi 7A, Redmi Y3 and POCO F1 also saw great demand. Vivo grew 4X compared to Great Indian Festival’18 led by Vivo U10.”

It continued, “Sold as many Apple smartphones during this period as compared to total YTD sales. One out of three premium smartphones were bought on EMIs. One out of three iPhone XR were bought on EMIs. Over 40 per cent of OnePlus 7T phones were bought on EMIs.”