The festive season shopping has led to increased sales this year by 7.5 X (in GMV) compared to the last year.
Online brands witnessed a sale growth of Rs 37 crore in the first phase of October whereas the midweek saw a sale growth of Rs 20 crore. The end week of October witnessed sales growth of Rs 23 cr for this festive season, on an affiliate network (intermediary) Admitad Affiliate platform.
Neha Kulwal, Country Manager, Admitad Affiliate said, “With more and more consumers getting involved during the festive time and affiliate networks focusing on promoting coupons, deals and offers, it makes the festive season more effective. Traditionally, It’s the peak time when individuals buy a lot of products in India. Affiliate networks are therefore well-positioned to deliver their best results during festivals and this is a great way to showcase their effectiveness.”
In the categories, consumers have spent significantly on online shopping during the festive season, in particular electronics and household appliances, beauty, fashion, online education, gifting, jewellery, etc, which witnessed the biggest hike in sales within the online space.
Considering the number of orders, online brands witnessed a 5x spike in the very first phase of October, whereas the second phase saw a 7x spike, the study found.
User intent in heading to e-commerce sites is backed by the attractiveness of different offers. Keeping up with this, the affiliate channel has been instrumental in facilitating online transactions across several categories through aggressive promotions via multiple traffic sources such as coupons, cashback offers, messenger apps, mobile app, e-mailers, push notifications, browser extensions and more. We have also seen consumers getting attracted to new-age tools and personal recommended approaches via messengers and social media.