Flash sales: Confusion among e-commerce companies, handset brands, sellers

Bengaluru | New Delhi: The Centre’s clarification on Monday, allowing ecommerce portals to conduct conventional sale events while disallowing “only specific flash sales or back-to-back sales,” has compounded confusion among etailers, brands and sellers, according to multiple people who spoke to ET on the developments.

The government directive said flash sales will not be allowed as they “limit customer choice, increase prices and prevent a level playing field.”

Industry sources, who termed the government clarification as “vague,” said it will only further disrupt growth in consumer spending, as it deprives buyers of aggressive pricing options even as brands lose out on the chance to build hype around launches.