A boom in eCommerce Sales in the Current festive Season
Monday, 18 October 2021, 10:59 IST
The share of e-commerce in the overall sales pie touched new highs in the first fortnight of this month, market trackers and companies said. Several categories, including smartphones, apparel, consumer electronics and daily necessities grew faster than last year.
In the first fortnight of Navratri-Dussehra, the share of smartphone sales online surged 60 per cent from around 55 per cent. In the same period last year, televisions grew to 40 per cent from 31 per cent while refrigerators, washing machines, air conditioners and kitchen appliances rose to 9-10 per cent from 6-8 per cent.
The Covid-19 pandemic, a supply shortage and more days of pre-Diwali sales turned the tide in favour of online channels, said Tarun Pathak, research director at Counterpoint Technology Market Research.
“Reach, coupled with behavioural changes accelerated by Covid-19, is driving adoption. For instance, online AC sales this month have doubled over last year, led by premium models,” said Manish Sharma, Panasonic India chairman.
The two dominant e-commerce marketplaces, Flipkart and Amazon India are running their festive sales for longer this time round unlike in previous years.
Market research firm RedSeer Consulting said the overall online shopper base has grown by around 20 per cent this festive season compared to last year, with tier 2 markets contributing to almost 61 per cent of all shoppers.
The rapid sales via e-commerce channels has been due to price drops in e-commerce marketplaces, with consumers getting around Rs 2,000-3,000 in discounts, said Avneet Singh Marwah, chief executive of SPPL, which sells the Thomson, Kodak, Blaupunkt brand of TVs online.
“We have seen record growth from online channels, with its contribution increasing 300 basis points compared to a year ago, mainly driven by offers and deals. In fact, we are seeing a massive surge in orders for their sale events in December, indicating that online growth is sustainable,” said Krishnarao Buddha, senior category head at Parle Products.
“The growth in e-commerce continues to be robust and the run-up to the Diwali festivals season, coupled with demand buoyed by the big annual tent pole e-commerce events, have seen strong consumer traction in the last couple of weeks,” said Sanjeev Mohanty, managing director, South Asia-Middle East and Africa, Levi Strauss &Co.
In the first fortnight of Navratri-Dussehra, the share of smartphone sales online surged 60 per cent from around 55 per cent. In the same period last year, televisions grew to 40 per cent from 31 per cent while refrigerators, washing machines, air conditioners and kitchen appliances rose to 9-10 per cent from 6-8 per cent.
The Covid-19 pandemic, a supply shortage and more days of pre-Diwali sales turned the tide in favour of online channels, said Tarun Pathak, research director at Counterpoint Technology Market Research.
“Reach, coupled with behavioural changes accelerated by Covid-19, is driving adoption. For instance, online AC sales this month have doubled over last year, led by premium models,” said Manish Sharma, Panasonic India chairman.
The two dominant e-commerce marketplaces, Flipkart and Amazon India are running their festive sales for longer this time round unlike in previous years.
Market research firm RedSeer Consulting said the overall online shopper base has grown by around 20 per cent this festive season compared to last year, with tier 2 markets contributing to almost 61 per cent of all shoppers.
The rapid sales via e-commerce channels has been due to price drops in e-commerce marketplaces, with consumers getting around Rs 2,000-3,000 in discounts, said Avneet Singh Marwah, chief executive of SPPL, which sells the Thomson, Kodak, Blaupunkt brand of TVs online.
“We have seen record growth from online channels, with its contribution increasing 300 basis points compared to a year ago, mainly driven by offers and deals. In fact, we are seeing a massive surge in orders for their sale events in December, indicating that online growth is sustainable,” said Krishnarao Buddha, senior category head at Parle Products.
“The growth in e-commerce continues to be robust and the run-up to the Diwali festivals season, coupled with demand buoyed by the big annual tent pole e-commerce events, have seen strong consumer traction in the last couple of weeks,” said Sanjeev Mohanty, managing director, South Asia-Middle East and Africa, Levi Strauss &Co.
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