Quick commerce is gaining traction with platforms like Zepto capturing 23% of sponsored product ads for the chocolate category, followed by Instamart at 38%. Traditional platforms like Flipkart and Amazon hold a significant share as well, with 12% and 21%, respectively, reveals mFilterIt report titled – Sweet Success on Chocolate Craving across Digital Commerce Platforms. The report further revealed that quick commerce has redefined the speed of delivery, catering to consumer demands for immediacy. However, this model comes at a cost. Availability played a vital role in the success of brands during the festive season. Quick commerce platforms, with their promise of rapid delivery, required brands to maintain high stock levels. Companies that utilised automated monitoring tools to track inventory and avoid stockouts managed to meet the surge in consumer demand. In contrast, availability on platforms like Flipkart remained a challenge, with some brands experiencing stock inconsistencies. The report also emphasised the importance of tailored product assortments. On quick commerce platforms, single packs were more popular, catering to impulse buyers, whereas multipacks and combos were favoured on e-commerce marketplaces, appealing to consumers looking for value in bulk purchases.
“One of the most exciting aspects of the e-commerce channel is its ability to disrupt the status quo, allowing new brands to challenge established players. It’s equally interesting to observe how these established brands consistently bring their A-game to stay relevant in such a dynamic space, especially during festive periods. Through this report, we aim to demystify the e-commerce landscape and provide key insights to consider when crafting strategies for the chocolate category during the festive season—insights that can extend across other categories as well.” Ajay Macaden, chief evangelist, mFilterIt, said.
Another key finding was the trend toward premium pricing on quick commerce platforms. Chocolate products, particularly dark chocolate gift packs, were priced 10% higher on these platforms than on traditional e-commerce marketplaces. This pricing strategy capitalized on consumers’ willingness to pay for convenience and fast delivery. Conversely, e-commerce marketplaces catered to value-seeking customers, with bulk buyers preferring multipacks and larger quantities. The report also noted the importance of content quality, especially on platforms like Amazon Fresh, where high-quality images, detailed descriptions, and A+ content were crucial for driving organic traffic. However, quick commerce platforms like Instamart placed less emphasis on content, as consumer behaviour there was more driven by impulse purchases and convenience.
The report also identifies the four pillars of e-commerce success for chocolate brands: visibility, pricing, availability, and content quality. Sponsored ads were crucial in gaining visibility, with brands like Cadbury dominating both sponsored and organic shares across platforms. Pricing strategies were platform-specific, with premium pricing being more successful on quick commerce, while competitive pricing prevailed on marketplaces. Maintaining consistent stock levels was critical, especially for quick commerce, where out-of-stock items could mean lost sales. Finally, high-quality content on product detail pages (PDP) was essential for driving organic traffic, particularly on e-commerce marketplaces. These strategies, when effectively executed, were key to driving chocolate sales during the festive season.