During the ongoing festive season online sale, Flipkart, Amazon and Snapdeal are intensely competing on the prices being offered for different products on their platforms.
According to data provided by research and advisory firm RedSeer Consulting, so far Flipkart has the lowest median prices across popular stock-keeping units (SKUs) listed on the three portals within non-exclusive mobiles. However, in the consumer electronics and large appliances categories, Amazon has emerged with the lowest median price in the non-exclusive category.
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Non-exclusive products are those where a marketplace does not have an exclusive tie-up to sell any specific brand/products. In the case of non-exclusive mobile phones the median prices has been decreasing from day one onwards.
RedSeer says that though exclusive mobile phones contribute a majority of the mobile sales for all three platforms, e-tailers are focused on maintaining a competitive pricing for non-exclusives as well during the festive sale days as they bring in considerable sales volume.
The report also showed that for consumer electronics and appliances, Snapdeal had the maximum (47 per cent) number of listed SKUs having the lowest price among the three platforms, followed by Amazon (33 per cent) and Flipkart (28 per cent).
Even if an SKU is priced just one rupee lower on a platform, it gets counted as the lowest priced SKU.
Anil Kumar, CEO, RedSeer Consulting, said, “E-tailers naturally compete very aggressively on pricing during this festive sales period to drive up GMV (gross merchandise value). This is especially important in categories like mobiles and other electronics which comprised close to 75 per cent of e-tailers GMV during the festive sale days of 2015.” FE