Reverse-migration pushes e-commerce festive sales to Tier 2, 3 cities

Bengaluru: India’s top two e-tailers witnessed a surge of new shoppers from smaller cities in the first two days of festive sales, on the back of discounts, reverse migration of metro customers and credit products.

Walmart-backed Flipkart and Amazon India have both seen sales more than double in the first 48 hours compared to the 2019 festive sale edition.

Flipkart’s Big Billion Days (BBD) sale started on 16 October, while Amazon’s Great Indian Festive (GIF) Sale started for Prime members on the same day and was opened for all the next day.