Mumbai: Unicommerce, one of the e-commerce enablement SaaS platforms, reported a 17% year-on-year (YoY) increase in order volumes during the 2024 Black Friday sales period (November 27–30), compared to the same period last year (November 22–25, 2023). The platform also saw a significant 24% YoY growth in Gross Merchandise Value (GMV) during this year’s sale event.
Categories that saw substantial increases in order volumes include beauty, wellness, and personal care products, which grew by over 34% compared to last year’s sales. Items such as perfumes, deodorants, and makeup were particularly in demand. Fashion & accessories also recorded a 20% YoY increase in e-commerce order volumes, with kids’ apparel, travel accessories, and toys & baby products emerging as popular choices.
The FMCG and agricultural product categories saw a 34% YoY rise in order volumes, driven by a surge in demand for plant nutrition items and healthy food products. The health & pharma category performed exceptionally well, with order volumes increasing by more than 50%, particularly for health devices, nutraceuticals, and supplements.
Home decor, a rapidly growing category in Indian e-commerce, experienced over 40% YoY growth in order volumes, with decorative items and furnishing products leading the demand.
Notably, both brand websites and marketplaces reported similar growth during this year’s Black Friday sale. Brand websites saw an uptick of over 17% in order volumes, while marketplaces experienced a slightly higher growth of 18%.
Another significant trend observed during this year’s sale was a rise in the average order value (AoV). Wearables, in particular, saw an exceptional growth of over 200% in AoV, while categories like computers & laptops and fashion & accessories recorded an increase of over 25% in AoV each. Home furniture and home furnishings also experienced higher AoV growth, with increases of over 24% and 28%, respectively, compared to last year’s Black Friday sales.
The Black Friday sale continues to be a key event in India’s e-commerce calendar, with consumers eagerly awaiting the exclusive discounts offered by brands and e-commerce platforms. Unicommerce analyzed over 10 million order items processed through its platform during the sale period to derive these insights.
“Every year, Black Friday sales act as a good closure to the year’s e-commerce sale events. As we continue to see rising consumer demand, these insights provide a broad picture of the evolving e-commerce industry in India,” said Kapil Makhija, MD & CEO of Unicommerce.
Unicommerce, with an annual transaction run rate of 930 million+ orders, serves over 3,550 clients, manages 8,800+ client warehouses, and operates 3,150+ client stores. The company partners with marquee Indian brands, leading marketplaces, and logistics service providers to enable end-to-end management of e-commerce operations. In addition to India, Unicommerce also caters to clients in the Middle East and Southeast Asia.
