Indian tier-III cities drive 21% growth in summer e-com: Survey

Tier-II and tier-III cities have emerged as key growth drivers of digital shopping in the country, outpacing that of metros.

The summer season saw a continued run of sale events, drawing consumers with attractive deals across categories like apparel, fashion and footwear, beauty and home decor, it said.

E-commerce momentum continued through the summer season, with tier-I cities and metropolitan areas leading the way and accounting for 42 per cent of total order volumes. Tier-III cities followed closely with a 38 per cent share and tier-II ones contributed 20 per cent.

Home decor and furniture saw a 100 per cent increase in order volumes during the summer season, which also witnessed a 46-per cent YoY surge in orders for travel accessories in India. Some of the travel products that caught customer attention this season include sling bags, duffle bags, cabin trolleys and backpacks.

Unicommerce said the mid-year summer sales open the door for upcoming events by setting the tone for mid-year promotions, testing consumer sentiment, and helping brands fine-tune their strategies ahead of the festive season.

ALCHEMPro News Desk (DS)