E-commerce platform Flipkart suspended its grocery operations on 10 October to focus on its other divisions and categories that are seeing overwhelming response during the ongoing Big Billion Days sale event.

A banner was displayed on Flipkart’s website stating, “Please come back tomorrow…we are overwhelmed by your response.”

The Big Billion Days is Flipkart’s flagship sale event that clashes and rivals with Amazon’s Great Indian Festival. Festive season sales are crucial for e-commerce companies as they account for around 50% of their annual gross merchandise value (AGMV)

A company spokesperson said, “Flipkart Grocery has received strong demand during the early access and first two days of the Big Billion Days sale. To ensure we continue to provide our customers with the wide selection of products available on the platform, we will now take new orders starting at midnight (00:00 AM) on 11 October.”

The company statement said that they are committed to providing their customers with the most fulfilling and value-led shopping experiences.