One in every five online orders had a kurti or saree in their cart: RedSeer

• The E-Commerce Festive Season ‘22 report by Redseer found that the online gross merchandise value (GMV) grew 25% y-o-y during the festive month amounting to ₹76,000 crore.
  
• About 64% of the transacting shoppers came from Tier 2+ cities.
  
• Tier 2+ cities also contributed to more than half of the festive GMV.
  
• E-grocery witnessed a 2x growth from last festive season.
  
• Initially seeing a boost, mobile sales slowed down, while fashion, beauty and home appliances took the lead in sales.
  

This festive season saw bumper sales online according to a Redseer report, which also said that about 64% of the transacting shoppers came from Tier 2+ cities.

“Fashion leads category adoption in T2 cities, led by unbranded fashion, wherein one in every five orders had a kurti or saree in their cart. Within beauty, makeup was the most sought-after category with a lot of interest in looking and feeling good,” according to the E-Commerce Festive Season ‘22 report by Redseer Strategy Consultants.

The report was measuring festival sales between September 22- October 23. It found that the online gross merchandise value (GMV) grew 25% y-o-y during the festive month amounting to ₹76,000 crore . And, Tier 2+ contributed to more than half of this GMV, at around 57%.

“Democratisation of categories continued this year as well, with lower-order-value items

growing faster than mobiles and electronics. While mobiles and electronics continue to dominate category share, home and kitchen, groceries and beauty personal care were the fastest growing categories. Grocery grew almost two times from the last festive season,” said Sanjay Kothari, associate partner, Redseer Strategy Consultants.

Gifting and product upgradation big purchase drivers

As per the RedSeer report, sales went up both online and offline during the festival month.

“Simultaneous growth of online and offline revalidates the domestic consumption story and indicates ample growth opportunities for both formats,” revealed Redseer.

RedSeer also said that there was growing maturity in the online retail ecosystem.

“Three in four sellers we surveyed reported at least 2X volume growth from BAU (business as usual) during sale days, with strong support from platforms in planning and executing the festive season well. This increase was more visible in lower ASP (average selling price) categories like fashion where 42% of the sellers reported a 3X to 5X growth from BAU,” said Kothari.

While mobiles initially attracted flocks of customers – with over 56,000 selling per hour during the first week of the festive season sales – their overall growth slowed down. Fashion sales remained strong as ever - driven by the need to dress up for festivals. Long-tail categories or lower-order-value items grew much faster than mobiles and electronics.

Within long-tail categories, grocery contributed to 34% of growth while home & kitchen (21%) and beauty and personal care (14%) were the other frontrunners. E-grocery witnessed a 2x growth from last festive season, as per the report.

In home furnishing and décor, cushion covers, showpiece and decor accents contributed most to the growth. “From our consumer surveys, gifting emerged as a strong reason for purchase across categories and consumers reported an increase in the overall satisfaction with online platforms,” the report said.

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