New Delhi: Admitad, one of the leading affiliate networks has witnessed high volumes of online purchases of the tune of INR 170 Million during the Diwali period. Indians are known to be festival shoppers, and the trend has continued even during the post-COVID-19 scenario. Over the years, several brands have taken to affiliate marketing to market their products using various avenues. Admitad India has contributed on this front, by driving transactions through its network of publishers using various promotional channels.
The Indian e-commerce industry is known for leveraging the increase in demand during the festival season by announcing seasonal sales, discounts, and various offers for customers. User intent in heading to e-commerce sites is backed by the attractiveness of these 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, e-mailers, instant messaging, push notifications, browser extensions, and more.
In terms of orders across all categories, the net pre-Diwali orders through Admitad’s affiliate channels stood around 67,000 orders, whereas the festive period recorded almost 1,00,000 and sales worth INR 170 Million. It indicates the extent to which festive season traffic has converted into sales on e-commerce platforms. The interesting trend is that cashback, social media links, email marketing, and coupon options accounted for the highest orders out of the lot.
Admitad’s observations show that consumers have invested significantly in Digital and household equipment like Mobile Devices, Televisions, Home Audio Systems, Large Appliances, etc., which witnessed the biggest hike in sales during the festival time. The sale amount under this category almost doubled, recording over INR 90 Million as compared to a little over INR 50 Million during the week before Diwali.
Festival time In India is reminiscent of families indulging in new clothing and gifting friends and relatives, which is evident from the buying patterns of customers during this Diwali week. Even in the apparels segment, the Diwali period registered a 20% increase in the number of orders, with the sales achieving close to INR 20 Million crores as compared to INR 10 Million crores during the pre-Diwali week. According to Admitad’s analysis, there has been a 31% increase in the Gifts & Flowers category i.e. garnering more than INR 1.5 Million during the Diwali week, as compared to INR 1 Million pre-Diwali.
Speaking on the promising trends, Admitad India’s Country Manager- Neha Kulwal, said, “Since affiliate networks are focused on promoting coupons, deals and offers it makes them all the more effective during these sale events. Traditionally, It’s the peak time when individuals buy a lot of products in India. As retailers & etailers allow attractive discounts and deals, people tend to buy more during this period of time. Affiliate networks are therefore well-positioned to deliver their best results during festivals and this is a great way to showcase their effectiveness.”
It goes to show the effectiveness of affiliate marketing in delivering returns as per the brands’ marketing spends. Online brands are assured better ROIs during the upcoming festive seasons, if they choose affiliate channels to draw the attention of customers.