Festive Season to Boost E-Commerce Sales in India

The festive season sales across e-commerce platforms have seen massive growth in 2023 as compared to muted growth in 2022, according to industry expertscommerce firms in India have seen huge growth in sales during the ongoing festive season, with some platforms reporting over 30% growth compared to the same period last year. This growth is being driven by a number of factors, including rising disposable incomes, increasing internet penetration, and attractive discounts and offers from e-commerce platforms.

The festive season is one of the most important periods for e-commerce firms in India, and they typically offer their biggest discounts and promotions during this time. This year, e-commerce firms have been particularly aggressive with their offers, in an effort to attract and retain customers. As the e-commerce industry matures, the report anticipates a rise in contributions from higher-margin categories such as beauty and personal care (BPC), home and general merchandise, and fashion during this year’s festive season.

Over recent quarters, we have observed an increased GMV from categories beyond electronics. While electronics tend to sell well during festive periods, a broader analysis of festive sales over the past few years reveals a clear trend towards category diversification. This is a positive development for the ecosystem, indicating consumers’ willingness to purchase a variety of product categories online and attracting more brands to meet their demands,” noted Mrigank Gutgutia, Partner at Redseer Strategy Consultants.

Flipkart and Amazon, the two largest e-commerce firms in India, have both reported strong sales growth during the festive season. Flipkart’s Big Billion Days sale, which began on October 8, saw a 30% increase in order volumes compared to the same sale period last year. Amazon’s Great Indian Festival sale, which also began on October 8, saw a 25% increase in order volumes.

Other e-commerce firms, such as Myntra, Meesho, and Snapdeal, have also reported strong sales growth during the festive season. Myntra, which is a fashion e-commerce platform, saw a 40% increase in order volumes during its End of Season Sale. Meesho, a social commerce platform, saw a 35% increase in order volumes during its Maha Diwali Sale. Snapdeal, a general merchandise ecommerce platform, saw a 20% increase in order volumes during its Diwali Sale.

E-commerce sales in the previous festive season were 35% higher than in 2021, representing a significant increase. The strong growth in e-commerce sales during the festive season is a sign of the growing maturity of the e-commerce market in India. It is also a sign of the increasing popularity of online shopping among Indian consumers.

The following have contributed to the massive growth in festive season e-commerce sales in 2023:

Recovery from the COVID-19 pandemic:

The e-commerce industry in India faced a challenging year in 2022 due to the COVID-19 pandemic. However, in 2023, the industry has made a remarkable recovery, with a significant surge in festive season e-commerce sales. Consumers have returned to online shopping in large numbers, driven by their increased comfort with digital retail and the industry’s enhanced infrastructure and safety measures. Businesses have employed innovative marketing strategies and attractive deals to entice shoppers. This resurgence in ecommerce sales in 2023 showcases the industry’s resilience and its ability to adapt, even in the face of adversity.

The rise of social commerce:

Social commerce is a new and growing trend in India. Social commerce platforms, such as Meesho and Shop Clues, allow consumers to shop online through social media platforms such as
WhatsApp and Facebook. Social commerce is particularly popular among consumers in rural and semi-urban areas, where internet access is limited.

The popularity of new product categories:

New product categories, such as electronics and fashion, are becoming increasingly popular among Indian consumers. These categories are driving a significant portion of the growth in e-commerce sales. Tier-II and Tier-III cities are driving growth: Tier-II and Tier-III cities are accounting for a growing share of e-commerce sales in India. This is due to the increasing internet penetration and rising disposable incomes in these cities.

Mobile commerce is on the rise:

Mobile commerce is also on the rise in India. More and more consumers are using their smartphones to shop online. This is convenient for consumers, who can shop from anywhere
and at any time. E-commerce firms are increasingly focusing on providing personalized shopping experiences to their customers. This is done by using artificial intelligence and machine learning to recommend products to customers based on their past purchase history and browsing behaviour.