Also:
5) They implemented cash on delivery. A very brave and novel approach. This basically instilled confidence in the indian online buyer
6) Fast delivery. I will go ahead and say probably as good as Amazon or even better in big cities. They built warehouses in the big cities and stocked fast moving items in a lot of places
7) almost guaranteed savings on all things. I have rarely seen anything that is more expensive on FP compared to a store.
8) Good online experience. Little things like checking delivery using your pincode. Responsive site. Product suggestions.