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What and how we shopped: 2020 was all online


ET Online|



18 Dec 2020, 10:00 AM IST



The big splurge


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The big splurge



The year 2020 will be remembered as one of the most challenging times faced by the human kind because of Covid-19. It changed the way we looked at life. We were told not to step out of our homes for months. Meeting friends, going for vacations and even stepping out to shop particularly during the festive season seemed impossible. On the bright side this was the time when people went online with vengeance for shopping. A data driven festive trends report published by Unicommerce showed a 56% growth in order volume as compared to the festive season last year. This also led to a 50% growth in Gross Merchandise Value as compared to the last year festive season.

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How it works


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How it works



The report analysed shopping trends for the festive month of 2019 and 2020. The time period for the analysis is 30 days prior to Diwali with a sample size of over 44 million orders. One of the new things that came to light was the rise of new categories such as personal care and beauty products. The personal care category emerged as the biggest gainer with 176% order volume growth over last year’s festive month.

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What we bought


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What we bought



Beauty and wellness is another category that has reported 52% order volume growth as compared to previous year’s festive season. Fashion and accessories category too witnessed a volume growth of 71% as compared to last year. One of the reasons for this splurge could be because people who travelled during the festive season had to stay indoors and decided to indulge themselves in fashion shopping during the Diwali sale.

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Investing in electronic


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Investing in electronic



People tend to spend money on electronic items each year around Diwali as heavy discounts are announced during that time. This year was no different as the segment saw a substantial growth of 65% in order volume as compared to 2019.

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Going solo


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Going solo



To cash-in the festive rush and not depend on ecommerce giants like Amazon and Flipkart many brands decided to launch their own websites. Many companies have started adopting technology solutions to improve business efficiency. The brand websites witnessed a 77% order volume growth as compared to 60% growth of the marketplace.

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The growth curve


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The growth curve



An increasing number of people from Tier-II, Tier-III cities went online for shopping. Infact, Tier II and Tier III cities have been growing faster than metropolitan cities and its impact was visible in the festive season sale. The Tier II cities witnessed a growth of 99% while the growth in Tier I and metropolitan cities remained at around 20%. Delhi, Maharashtra and Karnataka were the biggest drivers of e-commerce. These three states combined contribute 55% of India’s e-commerce volume in the festive month.

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A grey area


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A grey area



Returning goods that you didn’t like because it was defective, broken or different from what was promised is a common problem. Returns or exchanges usually take a lot of time and getting the money back into your wallet or account can be slow. Though an increase in consumer awareness has led to a decrease in returns but the fashion and accessories category continued to see returns this year as well. On a positive note, the industry observed a 35% decrease in return orders as compared to the last year.

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What and how we shopped: 2020 was all online What and how we shopped: 2020 was all online Reviewed by TechCO on 12/18/2020 Rating: 5

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