It’s not just the brick-and-mortar shops that experienced a rush this Diwali. The online shopping sites have also witnessed a whopping 117 per cent jump in sales this festival season to Rs 115 crore against last year’s Rs 53 crore, a clear indication that consumers are getting accustomed to purchasing online, the Internet & Mobile Association of India (IAMAI) found in a recent survey.
The survey also found that online sales clocked more that 8,10,000 transactions in these three weeks, thus delivering a 135 per cent increase in transactions compared to last year’s festival season.
The online purchases over the three-week festive period covered in the survey account for more than 10 per cent of the total Indian online sales estimated at Rs 1,180 crore for the current year, excluding travel categories.
Consumer electronic items such as digital cameras, mobile phones and accessories, DVD players and microwaves topped the online Diwali shopping list in most major cities.
“Each festival season Indians seem to be leaving their shopping for the last minute and this year was no exception – 61 per cent of gifts were sold in the two weeks prior to Diwali day, compared to 54 per cent per cent last year,” said Preeti Desai, President, IAMAI.
On the factors driving online shopping in India, Desai said, “The key reasons for strong growth in the last two years is because of a broad product selection, the ever-expanding range of unique and unusual gift ideas offered as well as increased consumer confidence in shopping on the Internet.”
“With e-commerce revenues targeted to cross Rs 1,180 crore in 2005-06 and a growing Internet user base of around 32 million, we are fairly confident about the next wave of e-commerce where the ‘younger super Internet consumers’ who use the Internet in almost every facet of their life will push online sales to levels most people are not likely to believe,” Desai added.