Products such as wet wipes, cotton nappies, eco-friendly detergents, soft toys, mittens, and rompers were among the most sought-after items
Consumers in India’s Tier 2 and Tier 3 cities are increasingly turning to online platforms to fulfil their babycare needs, marking a significant shift in shopping patterns. Data analysed by Unicommerce, a leading e-commerce enablement SaaS platform in India, indicates that order volumes for babycare products in FY24 grew by 30 per cent over FY23 across these cities.
The growth in demand was evident on both marketplaces and brand websites, which saw a year-on-year rise in order volumes of 34 per cent and 21 per cent respectively during FY 2024. Products such as wet wipes, cotton nappies, eco-friendly detergents, soft toys, mittens, and rompers were among the most sought-after items.
Additionally, other babycare products like bodysuits, feeding spoons, diapers, pants, tops, and vests also saw high demand. This surge can be attributed to a variety of factors, including greater product choices, increased awareness, ease of access, and the enhanced use of technology by brands to engage with consumers.
The trend towards sustainable and innovative baby products is also on the rise. Brands are responding by offering eco-friendly, customised, and organic products to meet the evolving preferences of consumers. Unicommerce collaborates with several leading baby care brands in India, including Chicco, Superbottoms, Mi Arcus, R For Rabbit, and The Mom Store, among others.
Kapil Makhija, MD & CEO of Unicommerce, highlighted the growing embrace of e-commerce in smaller cities, saying, “E-commerce continues to make deep inroads into smaller cities and consumers are relishing its presence across these parts now. We are seeing emerging categories like babycare witnessing growth through e-commerce. This presents an opportune gateway for traditional as well as newer brands to tap these markets. We are committed to supporting brands in rooting their establishments in these parts with our adaptable technology platform.”
Unicommerce’s performance underscores the burgeoning e-commerce market in India. By the end of September 2023, Unicommerce achieved a 750 million+ Annual Transaction run-rate, served over 3,500 customers, managed more than 8,000 warehouses, and processed orders from over 1,900 stores through its platform. The company’s growing Annual Recurring Revenue (ARR) and revenue further highlight its pivotal role in transforming the e-commerce landscape in India.
