Assiduus Global, a cross-border e-commerce accelerator for D2C brands, reported that electronics, lifestyle, and beauty products were the most sought-after segments during recent festive shopping trends. Top-selling products in the electronics category included mobile phones, adaptors, and earpods, with brands like Redmi, OnePlus, and Boat leading the sales. In the lifestyle and beauty segment, face and body creams were top sellers, with brands like L’oreal, Nivea, and Himalaya gaining prominence.
Beauty products experienced a growth of 51.51% compared to last year, becoming a top favourite among the younger demographic. The 18 to 24 years age group contributed 47% to sales, followed by 21.27% from the 35 to 44 years age group. In terms of regional contribution, Kerala topped the list, followed by Karnataka and Maharashtra. Kerala saw a 118% increase in orders compared to Karnataka on Flipkart, indicating potential for skincare brands across regional markets. This year, there has been a 30.43% increase in the number of shoppers closely examining product details.
The report observed an 86% surge in new shoppers for healthcare and nutrition products in 2023, compared to 26% in 2022. This indicates a significant shift in the healthcare and nutrition segment in the country, with Indian users making more health-conscious choices. There is a growing awareness and demand for innovative products, with a willingness to spend more on products that can help consumers achieve health goals. The health supplement category, which saw a substantial 28% increase in cost per click in 2022, experienced a 31.40% surge in 2023, highlighting the competition among brands for limited space within marketplaces.
Brands listed on Assiduus’ platform saw great discounts averaging up to 40%, further increasing the festive shopping fever as consumers are more likely to participate in shopping activities when presented with discounts, especially during festive seasons. Indian shoppers tend to adjust their shopping habits according to seasonal trends and discounted deals. There was a noticeable decline in interest towards exploring products on marketplaces, with a decrease of 30.26% in marketplace searches. There was also a 18.10% reduction in conversions after the sales event, indicating fewer people made purchases.
During the festive rush, higher sales highlighted an ongoing challenge related to delivery times, which significantly contributed to product returns. However, Assiduus managed to achieve a quick 2-day Turnaround Time by optimising warehouses and refining processes offering shoppers a more hassle-free shopping experience.
“We have witnessed a sharp surge in our sales across healthcare and nutrition products led by Gen Z and Millennials indicating that the digitally savvy generation is dominating the online shopping space in India. We have also seen an exponential rise in sales from Tier 2 and 3 cities in India. The evolving scenario of e-commerce in India, as revealed by these statistics, presents a landscape teeming with promise and expansion. The increased engagement of younger generations and the rising interest from smaller cities are pivotal indicators, showcasing the broadening acceptance and accessibility of online shopping across diverse demographics and geographies,” Somdutta Singh, founder and CEO, Assiduus Global, said.