Bangalore December  21 2019: While mobiles continue to enjoy a larger share of online sales (48% contribution), online shoppers in India are increasingly buying fashion. This also includes apparel, footwear, luggage and accessories (value contribution 16%) and within this men’s clothing at 58% is the highest contributor, with women’s at 36%. FMCG vs other categories has highest volume of orders (56%).
These are insights from Nielsen’s recently launched E- Analytics solution - India's first solution that passively captures digital shoppers behaviour through an opt-in panel of 190,000 internet users spread across 52 cities (>10 lakh population cities).
The solution provides a holistic and granular view of the online shopper and helps to measure consumer behaviour across E-commerce platforms with speed and accuracy at scale.
Within the Fashion category - clothing contributes more than half (51%); and within this, men’s clothing comes ahead at 58%, with women’s at 36%.
Online shoppers anticipate and hold back their spending for the sale periods (from the 28th of September to 25th of October). More than 84% of sales came from this period of ‘Big Day sales’ as against just 16% during non-sales days, complementing India’s festival season. Within this, high ticket categories such as electronics, large appliances, and home decor saw a 3-4X jump in sales.
Prasun Basu, South Asia Zone President, Nielsen Global Connect, “Digital Retail has caused a paradigm shift when it comes to shopper trends amongst Indian consumers in the last decade. Every second person on the channel is a new shopper, and it is imperative for brand managers and marketers to get actionable insights into online shoppers.”