Flipkart is expecting a strong festive season, with the e-commerce major seeing sustained growth in new customers, repeat purchases and retention during the first nine months of the year, according to Hemant Badri, Senior Vice President and Head of Supply Chain, Flipkart Group.
Speaking ahead of the Big Billion Days (BBD), Badri said unit volumes during the first nine months had grown by around 1.8-2 times compared with the same period last year, while Gen Z customers now account for around 44-45 per cent of its customer base. Fashion, lifestyle, appliances and smartphones are among the categories seeing strong traction, he said.
“We are optimistic about the growth,” Badri said, adding that Flipkart has strengthened partnerships with brands to offer affordable smartphones while continuing to see demand for premium devices from brands such as Apple and Samsung. Appliances, including televisions, refrigerators and air conditioners, have also seen “very, very solid growth” through the year, he said.
The company is also preparing for increased demand from smaller cities. Flipkart has expanded its network by another 750 PIN codes and added infrastructure across Tier-2 and Tier-3 markets, including sortation and fulfilment centres, automation and facilities closer to customers. Badri said the company has placed around 2.5 crore units of inventory with sellers at these locations and has hired and trained personnel for deliveries ahead of the festive period.
The company expects the festive momentum to continue despite macroeconomic pressures. Badri said Flipkart does not see a broad decline in basket sizes, noting that new customers often begin their journey with fashion and lifestyle purchases, while increased purchase frequency can drive unit growth.
Meanwhile, Flipkart is positioning its quick-commerce arm, Minutes, as another fulfilment channel rather than a separate business. Minutes has expanded to more than 1,200 stores across over 160 cities and is being integrated into the main Flipkart shopping experience.
Customers searching for products such as shampoo on Flipkart can receive them through Minutes in about 10 minutes where the service is available.
Badri said the company is using demand-sensing and replenishment models to determine which products customers want immediately and which they are willing to wait for. While daily essentials, fresh produce, beauty and convenience products are expected to remain suited to quick commerce, fashion, lifestyle, home décor and large appliances will continue to be core e-commerce categories.