This festive season has seen a notable trend towards premium pricing on quick commerce platforms, where chocolate products commanded higher average selling prices
As the festive season brings a surge in chocolate cravings, visibility on major ecommerce and quick commerce platforms plays a critical role in driving sales in the chocolate category. A report by mFilterIt has revealed that quick commerce platforms such as Zepto (23 per cent) and Instamart (38 per cent) emerged as key channels for sponsored product ads. On traditional ecommerce platforms, Amazon (21 per cent) and Flipkart (12 per cent) were the primary contenders for chocolate advertisements.
The report titled ‘Sweet Success on Chocolate Craving across Digital Commerce Platforms’ highlighted that this festive season saw a notable trend towards premium pricing on quick commerce platforms, where chocolate products commanded higher average selling prices. For example, dark chocolate gift packs were priced 10 per cent higher on quick commerce than on marketplaces, capitalising on consumers’ willingness to pay for convenience and rapid delivery.
On the other hand, competitive pricing strategies dominated ecommerce marketplaces, where bulk buyers and value-seekers opted for multipacks and larger quantities. As per the report, the festive sales period highlighted the importance of maintaining high availability, especially on quick commerce platforms where immediacy is critical.
Brands that leveraged automated monitoring tools to track inventory and raise alerts for stockouts were able to meet the high consumer demand and avoid lost sales. However, availability remained a challenge in marketplaces like Flipkart, where some brands faced stock inconsistencies, according to the report.
“One of the most exciting aspects of the ecommerce channel is its ability to disrupt the status quo, allowing new brands to challenge established players. It’s equally interesting to observe how these established brands consistently bring their A-game to stay relevant in such a dynamic space, especially during festive periods,” stated Ajay Macaden, Chief Evangelist at mFilterIt.
Single packs were more popular on quick commerce platforms, catering to impulse buyers, while multipacks and combo offers found greater success on marketplaces, appealing to consumers seeking value and bulk purchases.
