Indian e-commerce consumers hold purchases before sale periods: Nielsen back

Indian e-commerce consumers hold purchases before sale periods: Nielsen back

Bengaluru: Indian online shoppers often contract their spends, holding back purchases just before the festival season from August to October, according to data sourced from market research company Nielsen Holdings Plc..

More than 84 percent of purchases throughout the season was enrolled between 27 September and 25 October compared with just 16% during days without any discounts or sale, the data showed. During reduction days, high-value purchases such as large appliances, electronics, and home decor saw a 3-4 times jump, indicating that higher discounts are preferred by Indian e-shoppers over purchases.

Online consumers have become much smarter in terms of how they wish to shop and when they would like to shop by making full use of those sale intervals,” Kunal Gupta, head of e-commerce, South Asia said in a meeting.

Although mobiles continue to enjoy a larger share of online sales (48% participation in 2019), consumers in India are increasingly buying trend products online, the Nielsen data showed. This includes categories such as apparel, footwear, luggage and accessories, with the clothing 36% of women and men’s clothing contributing 58%.

Mobile and accessories, other consumer electronics such as home décor class, routers, laptops, and printers contributed around 13% of the internet sales.

Gupta said a third of the earnings came through the course of the night and that 23% sales were enrolled between 11 pm and 8 pm. “This reinforces the consumer’s quest for advantage together with anytime anywhere access to the shopping cart,” Gupta added.

Nielsen said that the data was sourced from its newly launched E- Analytics solution that”passively captures digital shoppers behavior through an opt-in panel of 190K internet users spread across 52 cities”. Out of this base, while the rest 44% were shoppers 56% of the users were shown to be new to consumption.

These customers come back the next time to buy products while first time shoppers go online to buy mobile phones. Their purchase is registered after a one-month period, while the buy instance is usually registered according to the Nielsen data.

“The (typical ) online shopper at Top 8 metros is expanding their basket including FMCG, home decor and electronics-evidence of an evolving relationship with the station. Consumers in Tier 1 cities continue to use mobile phones as an entrance point to the channel with half the contribution coming in the group,” AJR Vasu, executive manager, Sales Effectiveness, Nielsen, South Asia said in a statement.

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