The festive shopping season in India kicked off during the first week of October this year and concluded in the first week of November with the Diwali festival, thereby the well-known categories boomed and the online sales saw a growth of 7.5x (GMV) compared to the previous year festive year on Admitad Affiliate platform. Online brands witnessed a sale growth of 37 cr in the first phase of October whereas the midweek saw a sale growth of 20cr. The end week of October witnessed sales growth of 23cr for this festive season.
High Performing 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.
As per our analysis, we have also observed a drastic increasing shift in the demand for online video streaming services, music apps, insurances etc. Consumers were also seen in adapting and utilizing various mediums available online to have recommendations, explore/research and buy a product. Messenger apps like Telegram have seen huge demand among them for buying products.
Karan Gupta, Director, Vijay sales said “ We have always looked up to affiliate channels as a prime source for revenue generation and customer acquisition, especially during these festive season sales. This year Admitad platform delivered 50% more than the previous year’‘
From where the consumers are coming?
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.
Speaking on the promising insights, Admitad Affiliate India’s Country Manager, Neha Kulwal, 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.”