October 6 – The day that was supposed to be the biggest day for the Indian e-commerce. But what turned out was an absolute nightmare. The next day, Flipkart was the headlines of all news channels and newspapers. Even it found a prominent space in the Tamil dailies who never known what e-com is all about.
I would put the blame on Flipkart’s flash sale. Yes, they were successful doing that for Xiaomi. But this is something different. In Xiaomi’s case, there were at least a few tens of thousands of phones for grab. But here only God knows how many Re.1 Pen drives and Rs.1000 Tablets they had actually offered.
Another stark difference is, unlike Xiaomi’s sale, where you just need to click buy to get the phone (and have the comfort of paying the amount in the next 24 hours), you need to complete the entire transaction to complete your purchase. That too before the stocks run out.
Even more terrible was the fact that the prices are actually inflated to sell them on discount. Though for most part it is true that they have quoted the actual MRP (which is usually way high than their selling price), apps like buyhatke, exposed that they were at the same price (and rarely, even cheaper) the previous day / week even.
E-com had just started to grow over their comfort zone of top tier cities and venture deep into the country. But this, just this, had just spread the E-com story to every corner of the country, but not in the way they would like it. And by that, they have spread the wrong welcome message for the whole lot of users, who are yet to come into their world. Now, it’s even more difficult to convince them to buy from you.
Flipkart, you just dug your own grave – in fact, not just a grave, but an entire graveyard for all those e-com companies out there.