Diwali Shopping Trends: Surge in Orders via Quick Commerce Platforms While E-Commerce Takes a Backseat

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Surge in Quick-Commerce Sales During Diwali Festivities

As the vibrant celebration of Diwali unfolds, consumers are increasingly turning to quick-commerce platforms for essential last-minute items. This trend has resulted in a notable uptick in orders, even as the overall ecommerce landscape remains relatively subdued.

Ultra-fast delivery services have become particularly appealing to shoppers in search of gifts, sweets, lights, diyas, and puja necessities in the festival’s closing week.

According to ecommerce consultancy Datum Intelligence, nearly 70% of the predicted Rs 22,000-25,000 crore gross merchandise value (GMV) for this final week has already been realized.

Typically, the culmination of festive sales is dominated by mainstream ecommerce platforms. Satish Meena, founder of Datum Intelligence, remarked, “We are observing heightened demand for gifting items, dry fruits, puja essentials, Diwali lights, and diyas on quick-commerce applications.”

Moreover, he noted a marked interest in gold and silver coins, as well as utensils, during Dhanteras.

Numerous direct-to-consumer brands have reported robust growth during this festive period. For instance, bakery brand The Baker’s Dozen reportedly experienced orders nearly doubling compared to last year, with demand soaring to threefold of the norm.

“Consumers are no longer merely seeking sweet gifts; they desire an entire experience that is thoughtful, aesthetic, and meaningful,” stated the brand’s cofounder and MD, Sneh Jain.

  • Quick-commerce applications like Blinkit, Instamart, and Zepto have introduced festive-oriented features, including zero delivery charges and exclusive prasad sourced from renowned religious sites.
  • Many platforms have established dedicated Diwali sections that showcase gifts, home decor, fashion, electronics, sweets, dry fruits, and party supplies.
  • Some have even integrated interactive features such as flying lanterns and popping diyas within their apps.

Fashion and lifestyle brand Zouk has reported a remarkable fivefold increase in quick-commerce sales year-on-year. Additionally, personal care brand Pilgrim has witnessed a growth of 30-40% during this festive season compared to standard periods.

Traditional Ecommerce Sees a Slowdown

people walking in mall

In contrast, traditional ecommerce has exhibited muted demand. Many consumers fulfilled their significant purchases early in the festive period.

Meena noted that during Diwali, online orders were largely restricted to categories such as smartphones, televisions, and apparel. Meanwhile, foot traffic at malls and retail establishments has seen a substantial increase.

“We experienced a 40% decline in sales this year in the week leading up to Diwali when compared to the previous year,” revealed Sumit Kumar, CEO of Leopax Enterprises.

Furthermore, wellness brand Secret Alchemist indicated lower-than-anticipated growth, as patrons increasingly opted for offline shopping or direct purchases from brand websites.

Overall, online marketplaces are projected to dispatch approximately Rs 1.2 lakh crore worth of merchandise this festive season. This figure represents a 27% growth over the last year, with ecommerce generating around Rs 60,700 crore GMV during the opening week.

Source link: Timesofindia.indiatimes.com.

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