In what is a first for e-commerce, Daraz scored Sri Lanka’s first 200 Million rupee sale in revenue, carrying out 10x more orders compared to a normal day, powered by 3 times more traffic on the e-commerce portal.
The High Stakes Behind Black Friday
Daraz’s annual sale is best seen as a tent pitched to attract not just millions of digitally-savvy prospects, but a consortium of top brands and hundreds of sellers across the Island.
Introduced in 2016, the Daraz Black Friday sale has now become an Island wide phenomenon with most retailers trying to replicate the western shopping craze in Sri Lanka. Within the first hour of the sale, Daraz surpassed its revenue grossed on a regular day.
According to Bart Van Dijk, Country Manager of Daraz “we were yet again thrilled by the overwhelming response of the Daraz Black Friday Sale this year and are very proud to have had the Biggest Ever Online Sale in Sri Lanka to date. This response is only inspiring us to make it even bigger and better next year by continuing to improve on every aspect of our business and ensuring to deliver more deals and many other record breaking events to come.
Digital rush-hour as never seen before
Millions of users flocked to the online marketplace during Black Friday – the event clocked in 2 million sessions on the web and app during the week-long sale. 61% of this traffic was via mobile, out of which 51% came in from Daraz mobile App, attesting to the increasingly mobile-first nature of Sri Lankan e-commerce.Over 47% of transactions were made using the Daraz app, vindicating the continuous efforts the company has made in improving their app experience.
86% of revenue came through prepayment methods, with customers utilizing Daraz’s partnership with banks to provide Installment options at zero or minimal costs on big transactions. Customers were able to enjoy additional discounts through Standard Chartered Bank and Seylan Bank credit cards. Higher pre-payment penetration indicates a key inflection point in the e-commerce scene in Sri Lanka, with customers showing increased trust in online payments.
A bonanza of top brands and breathtaking deals
2017 has proven to be a breakthrough year for FMCGs on Daraz. One needs to look no further than the numbers turned up by brands in the FMCG space this Black Friday, with 47% of the volume being generated by customers ordering beauty, grocery and household products.
Industry leaders like Unilever, Fonterra and Stassen sold the highest number of items during the sale, with Lifebuoy and Anchor prominent amongst top brands generating millions in sales.
Apple’s flagship iPhone X was exclusively launched on Daraz with the lowest price in Sri Lanka – with a special discount for Standard Chartered and Seylan Bank credit cardholders.
Massive Investments in Customer Experience
In the run-up to Black Friday, Daraz lined up a major logistics investment to streamline deliveries across the Island, devoting a large slice towards new fulfillment center in Gregory’s Road in Colombo 07 with 6,000 sq. ft. of warehousing space.
Daraz continues to work with all third-party logistics companies and has also expanded its own operations capacity in order to fulfill orders faster. The investments have paid off with 85% of orders shipped already, with the first few orders being delivered within 4 hours.
Great deals to continue
What began in 2016 as a daring gambit has now become a bonafide retail trend – in 2017, Black Friday marks a new epoch in Sri Lankan retail with online retail standing head-to-head with brick-and-mortar across all verticals. To celebrate the 200 million rupee milestone, Daraz has announced that it will be providing special deals throughout the Christmas season to meet the continued demand from its customers.