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How does Google get benefited by GOSF (Great Online Shopping Festival) in India?

• Google launched this initiative last year where most of the e-commerce and travel companies from India Participated. There was huge buzz around and many e-commerce players got benefited enormously. How did Google make money with this initiative? How has it impacted the overall digital ecosystem?

• Answer:

  GOSF has got almost double participation from brands and websites compared to last year Sale to last three days starting December 11 Discounts up to 50 % across categories in fashion, home and travel Brands from automobile, mobiles, fashion, http://www.business-standard.com/search?type=news&q=Luxury+Hotels and banks are participating in the online sale The attraction for the shoppers at the December 11 - 13 event will be deep discounts and a wide range of products. The purpose of such events is to get the customer who is sitting on the fringes and not buying online. Such festivals target first-time buyers and we expect to create more customers for e-commerce in the long run. Google does not earn any revenue from this activity, but hopes to gain in the long term by associating with more consumers. The festival had increased sales by about 40-50 per cent last year. A lot of these new shoppers become repeat buyers and also add up to the traffic on the website. Most leading e-commerce players expect to surpass last year’s records since the sale would be a three-day-long event. E-commerce sites are focused on selling unique products this time around. As part of their strategy, they have identified best-sellers across web and television and we will be listing those products at Google Online Festival this year. HomeShop18 recorded a 150 per cent increase in traffic and 200 per cent increase in sales, during sale period last year. The ease of payment and the quality of the delivered versus the promised quality on the website will determine whether the first time buyer who is hesitant to buy online will continue his/her online engagement. Such festivals are crucial to increase the overall online consumer engagement, as they create an excitement around online shopping and associating with internet to find best offers. For brands in automobile and luxury hotels, it will be an opportunity to optimise the traffic and also understand consumers online.