Moto E sales hit 80,000-1 lakh in less than a day

Flipkart had stocked between 80,000 and 1 lakh units expecting them to last for a few days, but they were sold out by mid-day on Wednesday.

NEW DELHI: Motorola Mobility seems to have struck gold with its latest offering, the affordably priced Moto E smartphone. 

Online retailer Flipkart said it will resume shipping the Rs 6,999 smartphone within a week to 10 days after it ran out of stock soon after it started taking orders at 12am on May 13. 

According to senior executives, it had stocked up between 80,000 and 1 lakh units expecting them to last for a few days, but they were sold out by mid-day on Wednesday. A Flipkart spokeswoman refused to comment on the number of devices sold but confirmed that it was "entirely sold out" at present. 

Motorola Mobility didn't comment on the order volume, but company executives termed as positive the market response in the few markets where it is selling the product. 

The Flipkart spokeswoman said the company was working with Motorola Mobility for fresh stocks. "Customers can book their Moto E with us now and we will start shipping in seven to 10 days," she said. The marketplace has started taking orders with the assurance of delivery within a week. 

Senior executives at Motorola Mobility said the orders had surpassed their highest expectations and the US-based company was arranging for a "significant" number of devices to be arranged from China soon. Magnus Ahlqvist, corporate vice-president for Europe, Apac, Middle East & Africa, told reporters on Tuesday that it was better prepared this time, having experienced overwhelming demand and stock outage within hours of the launch of its first device, Moto G, in late 2013. 

Customers have been more than eager to get their hands on the handset attracted by its features and attractive price tag, and the massive demand caused a temporary shutdown of Flipkart's website. 

"Based on the phenomenal response saw with Moto G, we anticipated a big spike in midnight traffic for Moto E and we scaled up all our web services accordingly. But the pace at which the Moto E purchases shot up at midnight caused the checkout process to slow down for about 30 minutes," the spokeswoman said. Flipkart expanded capacity and got the website and mobile apps working at usual performance levels by 12:30 am Wednesday. 

Motorola sells exclusively online via Flipkart in India and it plans to continue with the strategy even though off-line retailers are more than willing to sell its devices — Moto G, Moto X and Moto E
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