Mumbai: The last quarter of 2020 saw e-commerce order volume growing by 36 percent in India with personal care, Beauty, and Wellness (PCB&W) segment being the biggest beneficiary, according to a report.
In October to December 2020 period, PCB&W and FMCG & Healthcare (F&H) categories’ volumes grew by 95 percent and46 percent year-on-year (YOY) respectively, said the Q4-2020 -E-commerce Trends Report’, released by Unicommerce and Kearney.
Tier 2 and 3 cities accounted for a 90 percent YOY incremental volume and value growth, it said.
The report, which assesses the e-commerce growth in Q42020 with the sector-wise analysis, said brand websites reported a 94 percent volume growth in the fourth quarter of 2020 as compared to the same period last year.
The last quarter of 2020 saw e-commerce grow by 36 percent and 30 percent YOY in terms of order volume and gross merchandise value (GMV) respectively, while the average order value declined by five percent in Q4-2020 as compared to the same period last year.
The e-commerce industry had reported a 26 percent order volume growth in Q4-2019 vis-a-vis Q4-2018.
The growth accelerated in light of COVID-19 and the effects of lockdown led to a massive change in consumer habits with many new shoppers and sellers coming online, the report said.
Electronics category witnessed 12 percent YOY growth in average order value (AOV) in addition to 27 percent YoY growth in volumes.
Fashion and accessories continue to be the largest segment by volume.
It reported 37 percent YOY volume growth but AOV declined by seven percent YOY in Q4-2020 as compared to the same period last year.
With people still working from home, the growth of the category is supported by the purchase of lower value products such as comfort wear and loungewear, the report said.
