The first week of festive sales (which started on September 26) alone saw a turnover of Rs 55,000 crore, which is almost half of the total sales. Sales were estimated to grow by over 23 per cent this festive season by e-commerce consultancy Datum Intelligence. Mobile, electronics and fashion categories gained momentum, while other categories (beauty and personal care, home and quick-commerce-based grocery) generally outperformed. Quick commerce, which saw significant growth in 2023, contributed about 8 percent to overall e-commerce growth, up from 5 percent last year.
Smartphones emerged as the best-selling category, with online sales accounting for nearly 65 percent of all smartphone purchases during the festival season. There was a surge in demand for premium brands. Cities in Tier 2 and beyond contributed more than 70 percent of premium smartphone sales for Amazon. More than 85 percent of customers came from non-metro cities and more than 50 percent of TV purchases came from tier 2 and 3 cities.
Amazon India According to , demand for large appliances from Tier 2 cities increased by 25 percent, with customers preferring air conditioners and refrigerators.
As brands looked to capitalize on the festive demand, many of them strategically leveraged e-commerce platforms to cater to the aspirational customers and relatively under-penetrated customers in Tier 2 cities and beyond. Reached. New categories such as home and kitchen appliances saw traction on instant commerce platforms, helping platforms increase their average order values and profitability.
Comments are closed.