M-commerce continues to rise
strong uplift expected during the festive season
Press Release
Thursday, October 04, 2018 | 04:21 PM
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Mumbai : As the major e- commerce players in India ride on the growing popularity of online shopping, festive season has become a period of significant importance. Almost every e-commerce player in the ecosystem launches mega-sales during the festive season as consumers look to explore thousands of brands online and spend their disposable income. There is a brand war with high budget spending on advertisements as well as sales offers on consumer products and services.

Criteo, the advertising platform for the open Internet, released seasonal data in anticipation of Diwali, to help e-commerce companies and online retailers better understand the buying behavior of their customers during the festive season. The seasonal data, based on consumers’ online browsing and buying behavior during the peak season last year (17th September – 18th October 2017) which was the pre-diwali period, revealed that the highest sales peak and website traffic was witnessed a month before Diwali. Retail sales from mobile web in the weeks leading to Diwali last year saw an increase of 128 percent.

According to Criteo’s findings, which are based on an analysis of 90 million retail shopping transactions made in India last year, hike in sales reached up to 128 percent, while the increase in visitors was seen rising to a maximum level of 65 percent, compared to the average weekly sales during March 12-18, 2017.

Expressing his views on the Diwali season trends, Siddharth Dabhade, General Manager India, Criteo said, “Diwali has always been associated with shopping, but with the rising adoption of m-commerce and huge discounts offered by e-commerce players, Diwali shopping spree has reached a whole new level. Tech-savy Indian consumers want the convenience of browsing multiple brands and different product categories on-the-go, which mobile apps can offer. By 2022, we can expect to witness more interesting trends since India’s e-commerce market is set to grow four-fold to $150 billion.”

 He further stated, “While the year 2017 saw a huge uplift in sales and online traffic on e-commerce portals, 2018 could be even bigger. Many factors will contribute to this trend, such as the ease of digital payment and the readiness of consumers to try the various payment methods. Huge budgets are specially allocated by brands for advertisements during the Diwali sale period is yet another major factor. To fully utilize these trends, brands need to understand the change in the consumer buying behavior and their spending patterns. Criteo can equip brands with insights which can help the brand in curating customized strategy to tap the target audience for creating customized strategy to tap online buyers”      
Offering ease of convenience, mobile phones have become the prime point of brand interaction with consumers. Apps represent the most personalized channel to reach India’s consumers. According to data gathered by Criteo for the period 17th September 2017 to 18th October 2017, the uplift in sales from app and mobile web were significantly higher than desktop sales. This is because consumers have less time to use their PCs and laptops during the festival period and rely more on their smart phone to complete last-minute shopping. Also, the number of product page views were up 133 percent on retail apps, compared to March 12-18, 2017 data. That contributed to the 88 percent uplift in sales via apps during the Diwali sales period. This clearly shows m-commerce is experiencing a huge rise in India. Consumers can easily explore thousands of products and brands at their own convenience, which saves time, money and energy. 

The most popular product categories during Diwali season sales include mobile phones, decorations, kitchen and dining and Jewellery and watches, closely followed by clothing, cosmetics, shoes, accessories and personal care. Dhanteras is celebrated two days before Diwali and is regarded as an auspicious day to buy metal products. Many Indians buy gold, silver, kitchen utensils, cars, motorcycles, etc. on this day. Criteo found that consumers were more invested in purchasing rings, pendants, earrings and watches around Dhanteras festival.
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