15 December 2021, Mumbai:
E-commerce in India witnessed an uptick of 77 per cent between 2020 and 2021, says conversation media platform Bobble AI. While Tier I cities dominate the fashion festival figures, transactions in Tier II cities like Jaipur, Guwahati, Lucknow, Kochi, Mysore, and Bhubaneswar are up 82 per cent over the previous year.
Beauty e-commerce apps use grew by 64 per cent whereas fashion e-commerce grew by 368 per cent over the past year. Fashion giant Myntra faced tough competition from its competitive counterparts Meesho, Ajio, and TataCliq.
While almost 46 per cent of all transactions belonged to Myntra during the 2020 festive period, Ajio bagged around 69 per cent of all transactions in 2021.
Despite the fact that Flipkart is dominating in terms of engagement metrics like search frequency and active sessions, Amazon is winning in terms of transactions, significantly less average session times. In the beauty e-commerce segment, Purplle had a 70 per cent growth in active users in the 2021 shopping festival compared to a 50 per cent increase for Nykaa.
There is healthy and fast-evolving competition in the e-commerce market, which bodes well for customers who are looking for high-quality products at affordable prices. Brands are poised to capture growth opportunities.
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