Orders volumes in the online apparel sector in June increased 14 per cent from the last month, as per e-commerce solutions provider Unicommerce. Easing of state-wide lockdowns has further helped e-tailers overcome logistical hurdles and increase sales by around 33 per cent. Omni-channel eyewear retailer Lenskart recorded 70 per cent increase in sales and expects sales to recover to pre-second COVID wave levels by next month. Kapil Makhija, CEO, Unicommerce attributes this to embracing for e-commerce by consumers in Tier II and Tier III. He expects the growth momentum to continue and his company to see consistent growth.
Ecommerce has become an integral part of the growth of retail brands, which are using online commerce as part of their omnichannel strategy to reach new consumers, Makhija adds. Ecommerce companies are expecting month-on-month growth to continue even as they hope the proposed changes will not be applicable anytime soon as that could disrupt the growing momentum in consumer spending.
The government’s proposal of a blanket ban on flash sales has triggered strong reactions. Depending on the categories, some online merchants have seen a stronger rate recovery than the whole market and are hoping the trend would stay.
