A Review of GOSF 2014

The Great Online Shopping Festival in its third year arrived with much hullabaloo and huge promises on 10 December, 2014. And over the next two days, it more than lived up to expectations of both, consumers as well as online merchants.

While last year GOSF had managed to reach 2% of the total active internet users, this year it spread out to touch 5% of the online population. One of its major aims of attracting first-time buyers was also successfully realized with the official site having registered around 7 million unique visitors before end of day 2. This was a huge leap compared to the last year’s statistics of around 2 million first-time buyers.

In this marathon of discounts, Jabong secured the first place with 9% of the total visitors on its site. On the first day itself, the clothing and lifestyle brand reported a 4 times increase in its revenue over a normal day and 6 times increase over last GOSF. It also experienced a 6 times jump in its revenue via mobile phone app as compared to GOSF 2013, and it got 8 times more traffic from the official site of GOSF 2014.

Leading Stores

Snapdeal came in second by grabbing 4% of the total shopping eyeballs, while Amazon India and Shopclues shared the third position having catered to 2% of the total traffic, each, during the 3 days long shopping gala. In fact, within 90 minutes of the launch of GOSF2014, Shopclues witnessed an unprecedented 200% surge in its traffic on Day 1. What with its eye-popping deals on mobile phones, the craziest of which was the offer of iPhone 6 at Rs 26,750.

Some hitherto lesser known brands in the online arena, also emerged to prominence with a number of tempting deals. Some of these were Limeroad, which ran a Buy1Get1 offers across all its categories, Paytm, which came out with the fattest cashback offers, some as high as Rs 6,000. Zovi, Yepme, Justeat, Foodpanda, TrendIN, Van Heusen, Freecultr also experienced a huge swells in their traffic as well as revenue. The increase was minimum 5 to 6% going up to 10%.

Champion Categories

Although electronics, mobile phones & tablets, fashion and travel were the highest ranking categories in GOSF 2014, one that surprised Google as well as merchants was the online real estate group. On the first day, Tata Value Homes received 10,000 bookings on the first day of GOSF, where the houses could be booked at just Rs 20,000. Purvankara, a Bangalore-based real estate firm, booked over 125 homes within 12 hours of day one, by running an unbelievable campaign of booking property at just Rs 549 or Rs 299.

Shoppers Classified

While men formed 66.8% of the total GOSF 2014 population, 33.1% women contributed to it. 9.5% of the overall GOSF 2014 traffic comprised of people aged 25 years and above, whereas people between 15 to 24 years of age formed 8.1% of that traffic. According to statistics of top 4 online stores, only 1.4% of total visitors actually shopped, and 16% logged in to look for information.

Talking about the demographical analysis of GOSF 2014, maximum number of shoppers came from small towns and cities. Moreover, towns falling in the C, D and E grades of India’s SEC system, saw the highest increase in online shoppers compared to last year. In relation to the 28.7% increase in its reach last year, GOSF 2014 saw a marginal rise of 2% in SEC A grade. In the SEC B grade towns and cities, the reach decreased from 35% in 2013 to 31.7% in 2014. GOSF 2014 achieved highest penetration in SEC C, D and E towns in2013 as well as 2014, with the figures standing at 36.3% and 38.6% for each year, respectively. A region wise classification of the GOSF 2014 population shows that the highest consumers came from West- 28.9%, followed closely by consumers from North India- 28%, while shoppers from the South stood at 24.3% and those from East at 18.7%.

As Google revolutionizes its Great Online Shopping Festival with each passing year, online merchants are receiving the much need exposure and boost in their revenue and traffic, thereby contributing to the e-commerce industry, which is estimated to reach USD 20 billion by 2020.

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