The global shopping phenomenon, Black Friday, continues to make waves in India. Unicommerce, an ecommerce enablement SaaS platforms, based on the orders processed on its platform, conducted an analysis of the Black Friday weekend, revealing a sharp 23 per cent increase in ecommerce order volumes as compared to the Black Friday sale weekend of 2022.
While during the Diwali festive sales, marketplace growth outpaced D2C brands, the trend was reversed during the Black Friday weekend. During the Black Friday weekend, brand websites reported robust growth, with order volumes rising by 28 per cent during the weekend. The marketplaces reported a relatively lower growth of 19 per cent. The growing popularity of Black Friday has made it a crucial sales period for both online marketplaces and individual brands in India.
The Black Friday weekend brought cheers for online sellers – over 8.5 million order items demand received on the Unicommerce platform during the 2023 Black Friday sale weekend.
Unicommerce received an average of 1500 orders of item demand every minute. More than 10 sellers received demand for over 100,000 orders items during the four-day weekend, and over 100 sellers received demand for more than 10,000 orders items through the Unicommerce platform.
The Black Friday surge was not limited to metro cities alone, The Tier III cities reported the highest growth of 43 per cent, followed by 19 per cent growth for Tier I cities and 16 per cent in Tier II cities.
Fashion and beauty products maintained their status as the dominant categories during the Black Friday sale, continuing to attract a significant portion of consumer interest. Additionally, there was a noticeable uptick in volumes for FMCG and eyewear segments, indicating a diversification in consumer preferences during the sales season.
The platform witnessed brands across segments processing their ecommerce orders through its platform to seamlessly manage the spike in order volumes and great shopping experience for consumers.
