Influencer-driven purchases and mobile-first shopping trends fuel demand as tier 2 cities show impressive growth
As the festive season approaches, ecommerce in India is set for nearly 20 per cent growth, according to a new report by logistics company Delhivery. The report draws on data including over 125 million shipments from last year’s festive season.
The report highlights key trends that have emerged in consumer shopping behaviour. By analysing data across diverse sectors, Delhivery’s findings reveal pivotal shifts in purchasing patterns, empowering brands to make informed decisions and stay ahead of the curve.
Promotion-driven And Mobile-first Shopping Behaviour
The data indicates that Indian consumers are increasingly promotion-driven, with 84 per cent of buyers making purchases based on influencer recommendations or promotional campaigns. Moreover, 81 per cent of customers now use their smartphones or mobile devices to shop online, showcasing the mobile-first nature of ecommerce in the country.
Artificial intelligence (AI) also plays a significant role in guiding consumer choices, with 61 per cent of respondents finding AI-driven product recommendations highly beneficial. Additionally, a strong preference for online shopping continues to dominate, as 75 per cent of consumers favour ecommerce platforms over physical retail stores.
Non-metro Cities Fuel Ecommerce Surge
One of the standout findings in the report is the growing influence of non-metro cities and smaller towns in the ecommerce boom. A substantial 60 per cent of online orders now originate from tier 2 cities and beyond, highlighting the increasing purchasing power and digital connectivity in these regions.
By leveraging these insights, brands can better target their audiences and strategically allocate resources to tap into the full potential of the festive season. The report provides a roadmap for companies to enhance their operations, marketing strategies and overall customer engagement during a period that promises robust growth.
Growth In Ecommerce Orders
Gurgaon showed the highest growth in ecommerce orders at 36.8 per cent while Raipur followed close with 32.8 per cent. Nagpur, Jaipur and Indore showed a 20.9, 20.6 and 19.5 per cent growth respectively. The number of ecommerce orders in Pune grew by 17 per cent, while Guwahati reported a 16.8 per cent growth. Ahmedabad, Noida and Bhopal showed a 16.1, 11.29 and 11 per cent growth respectively.
