During this festive season, the Direct-to-consumer brands had a 77 percent growth in order volume while selling directly from their websites. Compared to the e-commerce platforms, which display a lower 60 percent volume order this year, which can be due to the virus pandemic.
Unicommerce, an e-commerce Saas platform, showed that e-commerce platforms like Flipkart, Amazon, and Snapdeal had shown a fall in their selling volume growth this year. Most brands got serious about online selling with a consecutive increase in the number of brands producing their own websites.
The report further showed that after the upliftment of lockdown, most brands have also begun grasping technology solutions to enhance business productivity. Even the brand website’s Gross Merchandise Value (GMV) also increased by 48 percent, while for marketplaces, the GMV increased by 50 percent. This result indicated that the brands offered more discounts on their websites and a low average order size on brand websites.
The Unicommerce survey stated that the average order size on the brand website reduced by 16 percent compared to a 5 percent dip for the marketplaces. The e-commerce industry reported a 56 percent growth in order volumes compared to the festive season last year. The personal category observed a 176 percent growth in volumes, the fashion segment 71 percent, and electronics 65 percent.
But the returned orders remain to be a concern for e-tailers, but things have progressed. Compared to the last year, the industry observed a 35 percent decrease in return orders during this year’s festive season. The fashion and accessories category recommences to be the one that marks the maximum number of returned orders.
Article Written by Dikhya Mohanty
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