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<ul><li>The report revealed that the overall e-commerce has not just recovered but witnessed an order-volume growth of 17% as of June 2020.</li><li>The consumer buying patterns and preferences have changed significantly with categories like health &amp; pharma and FMCG &amp; agriculture seeing a surge.</li><li>The number of consumers shopping directly from the brand’s website is increasing at much faster pace than marketplaces. <keyword id="9792817" type="UNKNOWN" weightage="20" keywordseo="brand-websites">Brand websites</keyword> have witnessed 88% order volume growth as compared to 32% order volume growth on marketplaces.</li></ul> June 2020 did not only see a recovery in e-commerce but also a 17% growth in order-volume, according to an impact report on the e-commerce industry by e-commerce focused SaaS platform <keyword id="2646256" type="PERSON" weightage="20" keywordseo="Unicommerce">Unicommerce</keyword>. Moreover, consumers are becoming comfortable shopping directly from company websites and brand websites have witnessed an 88% increase in order volumes as compared to 32% order volume growth on marketplaces. The report titled ‘E-commerce Trends Report 2020’ extensively covers trends related to e-commerce growth, region-wise consumer demand, return orders and D2C trends and how it affects the industry in the post COVID-19 world. It also focuses on the growth of e-commerce in India along with detailing changing consumer behaviour and the industry response to address the newly emerging e-commerce trends. It also throws light on the D2C approach and omnichannel solutions adopted by the e-commerce players, which will significantly shape the supply chain ecosystem in India, and impact the industry in the long run. Additionally, the report also touches upon the initial e-commerce recovery across different segments as we prepare to enter the post COVID-19 world and comprehends its impact on different aspects of the e-commerce ecosystem like returns, shipping, developing brand websites and technology adoption. Key highlights of the report: E-commerce in the post COVID-19 After the lockdown was announced, the problem of limited availability and fear of getting infected created a new shift in consumer behaviour and their buying patterns leading to a new wave of online consumers. ● The overall e-commerce has not just recovered but witnessed an order-volume growth of 17% as of June 2020 ● The consumer buying patterns and preferences have changed significantly with categories like health &amp; pharma and FMCG &amp; agriculture seeing a surge and exponential growth, with the rise number of first-time online shoppers ● After e-commerce resumed operations post COVID-19, the return rate has seen a dip of ~10-30% depending on the category. The reduced return can be attributed to the new safety norms, increasing demand for <keyword id="3511062" type="PERSON" weightage="20" keywordseo="Essential-Products">essential products</keyword>, which are generally non-returnable. However, it will be interesting to see if the trend of lower returns continues in the long term ● There is an increasing trend of consumers buying directly from brands &amp; websites. Retail brands are now strengthening their online capabilities and opting for different approaches to connect with consumers ● In the last one year, there has been a considerable growth of 65% for brands developing their own website, which led to an increase in self-shipped orders. However, the percentage of self-shipped orders declined from 35% in Feb 2020 to 30% in Jun 2020. The decline in self- shipped orders can be attributed to brands trusting marketplace logistics due to better service levels and lower unpredictability during current uncertain times. Brands going direct to consumer ● As the e-commerce ecosystem matures in India, there is an increasing trend of brands going directly to consumers to offer a great experience to its patrons. While the brands have created their own website, the brands continue to sell on the marketplace as it still drives the majority of the order volume ● The number of consumers shopping directly from the brand’s website is increasing at much faster pace than marketplaces. Brand websites have witnessed 88% order volume growth as compared to 32% order volume growth on marketplaces ● The top 3 segments that have seen an increasing penetration of D2C brands are Beauty &amp; Wellness, Fashion &amp; Accessories and FMCG &amp; Agricultural sectors. ● In the last one year, there has been a considerable growth of 65% for brands developing their own website, which has also led to an increase in self-shipped orders India’s e-commerce annual growth pre- covid ● India’s e-commerce sector has been on a constant growth, the e-commerce order volume saw a growth of ~20% while the GMV witnessed a surge of ~23% with an average order size of ~Rs 1100 ● Beauty &amp; wellness is one sector that has witnessed an unprecedented order volume growth of ~130% followed by FMCG &amp; agriculture and health &amp; pharma with a growth of 55% and 38% respectively. These are emerging sectors with potential to accelerate e-commerce growth in India. Rising demand from hinterland of India ● All leading e-commerce companies are focusing on cities beyond the metropolitan cities. Currently, Tier II and beyond cities contribute around 66% of the total online consumer demand in India and this share is expected to rise in the coming years ● Tier III and beyond cities witnessed 53% growth, making it the fastest-growing region. It also observed that the top 5 cities of Tier III contribute only ~22% of the overall Tier III order volume, however in metro’s the top 5 cities constitute 90% of overall order volume ● The top 3 states, by e-commerce volumes, are Delhi NCR 1 , Maharashtra, and Karnataka, and they constitute 65% of overall consumer demand Return orders on decline ● Managing returns is an integral part of running an ecommerce business. The total percentage returns (as a percentage of forward dispatches) saw a decline of ~13% as compared to last year and it constitutes ~17% of the overall order volume as compared to ~20% in the previous year 2 ● E-commerce companies have invested extensively to reduce COD returns as they constitute large part overall returns. The return percentage on COD orders have reduced from 27% in 2019 to 20% in 2020 and for prepaid orders, the total return has decreased from 12% in 2019 to 11% in 2020. Even after such remarkable reduction in COD returns, it's still almost 2X returns on prepaid orders 1 Includes NCR region: Haryana (Gurgaon, Faridabad, Jhajjar and Sonepat) and Uttar Pradesh (Gautam Budha Nagar, Ghaziabad, Baghpat) 2 All year-on-year data points by Unicommerce are for the period of February 2020 - February2019 ● Another interesting trend observed is Tier II and beyond cities have seen a significant reduction of ~23% in overall returns. This change can be attributed to increasing, technology adoption improved last-mile delivery and customer centric return policies. Commenting on the report release, <keyword id="4918130" type="PERSON" weightage="20" keywordseo="kapil-makhija">Kapil Makhija</keyword>, CEO, Unicommerce said, “As the world is grappling with the effects of COVID-19, the ecommerce industry in India has seen a major boost since the beginning of this year. With this report, we wanted to throw light on the enormous growth opportunity that lies for the ecommerce industry in India. With changing consumer buying patterns and preferences, rise of new first time online users, increased focus on digitisation by retailers, brands opting for D2C model etc, we are confident the ecommerce industry will emerge as the most promising market across the globe with tremendous growth potential in the future. We at Unicommerce are committed towards simplifying e-commerce selling and this report is a vital step in the same direction. Through this report, we aim to decode the changing consumer patterns, and provide detailed insights on delivery and returns so that it can help the brands and e-tailers plan their e-commerce strategy much more comprehensively.”

The number of consumers shopping directly from brand websites is increasing at a much faster pace than marketplaces: Report

New Delhi, E-commerce in <keyword id="3658" type="LOCATION" weightage="20" keywordseo="India">India</keyword> grew by 36 per cent and 30 per cent year-over-year (<keyword id="63194" type="COMPANY" weightage="20" keywordseo="YoY">YOY</keyword>) in terms of order volume and gross merchandise value (GMV), respectively, in the fourth quarter of 2020, said a report on Wednesday. However, the average order value declined by 5 per cent in Q4 2020 as compared to same period last year, said the report by <keyword id="2646256" type="COMPANY" weightage="20" keywordseo="Unicommerce">Unicommerce</keyword>, an e-commerce focused supply-chain software-as-a-service (SaaS) technology platform, and global management consulting firm Kearney. The report showed that personal care, beauty and wellness as well as <keyword id="34523" type="COMPANY" weightage="20" keywordseo="fmcg">FMCG</keyword> and <keyword id="6354525" type="COMPANY" weightage="20" keywordseo="healthcare">Healthcare</keyword> were the biggest beneficiaries and saw volumes grow by 95 percent and 46 percent YoY, respectively. Tier 2 and Tier 3 cities accounted for a 90 per cent YoY incremental volume and <keyword id="2657724" type="PERSON" weightage="20" keywordseo="value-growth">value growth</keyword>. Interestingly, brand websites reported 94 per cent volume growth in Q4 2020 as compared to same period last year. "The e-commerce industry has emerged as the backbone of the retail industry and small and big players have realised the immense potential that e-commerce holds," Kapil Makhija, CEO, Unicommerce, said in a statement. "The e-commerce volume growth continued to accelerate in the last quarter of the pandemic hit year." The report showed that FMCG and pharma as a category reported growth of 92 per cent on the brand website and 62 per cent growth on the marketplaces. SEE ALSO: <a href="https://www.businessinsider.in/careers/news/tech-mahindra-cfo-says-talent-is-getting-expensive-but-clients-are-willing-to-pay-the-premium/articleshow/80779844.cms" style="">EXCLUSIVE: Tech Mahindra CFO says talent is getting expensive but clients are willing to pay the premium</a> <a href="https://www.businessinsider.in/tech/news/realme-smart-watch-s-pro-review-and-details-of-features/articleshow/80779962.cms">Realme Watch S Pro review – nailing the important features but the basics need more wo </a><a href="https://www.businessinsider.in/tech/news/what-is-facial-recognition-technology-and-how-india-is-using-it-to-track-down-protestors-and-individuals/articleshow/80782606.cms">India is ramping up the use of facial recognition to track down individuals without any laws to keep track of how this technology is being used</a> <a href="https://www.businessinsider.in/business/auto/news/heres-how-global-electric-car-makers-are-tweaking-their-models-to-make-it-viable-for-indian-roads/articleshow/80780009.cms">Here's how global electric car makers are tweaking their models to make it viable for Indian roads</a>

E-commerce in India clocks 36% volume growth in Q4 2020

<ul><li>With people wary of stepping into crowded places, offline retail continues to register a tepid response; however online retail has witnessed a surge. </li><li>A February 2020 vs June 2020 comparison by Unicommerce shows that the sector has grown by 117%. </li><li>Electronics and appliances, and health and pharma products saw the biggest jump after the lockdown. </li></ul>India went into lockdown in March this year due to the coronavirus pandemic. With only essential supplies being allowed delivery on priority in the initial phases, the e-commerce segment hit the pause button. With the gradual reopening of the markets, e-commerce in India is on the path of recovery. While offline retail continues to see a tepid response as people are still wary of stepping into crowded spaces, online retail has taken off. Here’s what people bought after lockdown According to a report by Unicommerce, an e-commerce focused supply-chain SaaS platform, electronics and appliances and health and pharma products saw the biggest jump after the lockdown. With work from home continuing, the demand for laptops, chargers, mobile appliances continued to be on the rise. <div type="image" title="e-commerce lockdown" msid="77656119" hostid="261"></div> The report also said that while marketplaces saw an overall 130% jump in orders, direct brand websites. Since June, India has also seen massive sales events from e-commerce companies – from Myntra’s End of Reason sale to <keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword>’s Independence day sale and <keyword id="18635" type="CITY" weightage="20" keywordseo="Amazon">Amazon</keyword>’s marquee event, Prime Day sales. That has also helped boost the order volumes. In fact, in its earnings report, Walmart has said that since the reopening of lockdown, GMV (Gross Merchandising Volume) at Flipkart has exceeded pre-COVID-19 levels. In July, Flipkart had said that it had surpassed 1.5 billion visits per month and reported 45% growth in monthly active customers and 30% growth in transactions per customer for FY20. First-time shoppers emerge One of the significant drivers of e-commerce is also the adoption of a digital first approach. E-commerce continues to be dominated by the top 5 cities of India, with Delhi, Maharashtra and Karnataka making up for over 65% of the consumer demand. However, there’s also a growing trend of shoppers from Tier II and III cities. The likes of Amazon and Flipkart too have been focussing on the ‘new consumers’ from smaller cities with initiatives like a vernacular language approach. This has been further boosted due to the pandemic. Tier III markets have seen a 53% year-on-year growth in e-commerce adoption, with fashion and apparel being the drivers of change in this region. “As people are practising social distancing, the e-commerce industry is witnessing an important chapter with a surge in first-time online shoppers, and this change will provide a significant boost to the sector in the long run,” said Kapil Makhija, CEO of Unicommerce. Revenge buying With the coronavirus lockdown and people being stuck in their homes, ‘revenge buying’ has also taken off, where consumers have not many places to go or offline retail outlets to shop at and that’s why they are turning to <keyword id="836280" type="PERSON" weightage="20" keywordseo="online-sales">online sales</keyword>. “The early numbers of recovery establish that there is a systematic shift in consumer demand from offline to online. The post- pandemic world will entail new consumer behaviours and retail strategies,” said the report. SEE ALSO: <a href="https://www.businessinsider.in/retail/news/heres-how-reliance-retail-stacks-up-against-some-of-its-global-peers-walmart-and-tesco/articleshow/77646302.cms">Here’s how Reliance Retail stacks up against some of its global peers – Walmart and Tesco</a> <a href="https://www.businessinsider.in/business/startups/news/with-reliance-buying-netmeds-and-pharmeasy-merging-with-medlife-amazon-and-flipkart-are-in-for-a-tougher-competition-than-they-would-like/articleshow/77625512.cms">With Reliance buying Netmeds and PharmEasy merging with MedLife, Amazon and Flipkart are in for a tougher competition than they would like</a>

India’s e-commerce is now even bigger than pre-COVID – smaller cities add to the bounty while metros continue to lead

New Delhi, May 12 () Online commerce platforms are estimated to have regained about 30 per cent of the pre-lockdown order volume in the last one week after relaxations were eased in the third phase of lockdown, a report by Unicommerce eSolutions said on Tuesday. Unicommerce is an e-commerce focused supply chain solutions provider, and claims to process over 20 per cent of the country's e-commerce volume. Its clients include Myntra, Bulbul TV, Urbanclap, Forever New, House of Anita Dongre, Jack &amp; Jones, Vero Moda and others. The company said it processes 4 lakh order items a day, amounting to over USD 2 billion (about Rs 15,000 crore) in gross merchandise value. "The overall e-commerce sector showed a good sign of recovery in the first week of lockdown 3.0 and made up for the steep decline of 40 days due to lockdown. The overall industry has reached 30 per cent of pre-lockdown order volumes which is a good sign for the industry," the report said. However, business will continue to take a major hit as over 40 per cent of the e-tailers are based in metropolitan cities which are currently in the red zone, it added. E-commerce companies have been permitted to sell all items in orange and green zones starting from May 4, 40 days after the nationwide lockdown was imposed on March 25. In the first two phases of the lockdown, e-commerce companies like Flipkart, Amazon and Snapdeal were allowed to sell only essential items like grocery, medicines and healthcare products. In the red zones, that include top e-commerce hubs like Delhi, Mumbai, Bengaluru, Pune and Hyderabad, e-commerce companies can still ship only essential items. "The online fashion sector is one of the major contributors to overall India's e-commerce volume and growth. It includes apparel, footwear, bags, and accessories and has suffered the maximum impact due to the coronavirus pandemic. "During the first seven days of lockdwon 3.0, the sector has recovered 30 per cent of its pre-lockdown order volumes," the report said. It added that the segment is expected to see further growth in the current week, as it took a couple of days for retailers to get back into the business. The fashion sector is expected to see the next big jump once e-commerce operations begin in metro cities, considering all metro cities are presently under the red zone, the report said. Order volume for electronic appliances increased significantly, with recovery rate of 35 per cent in the first week of the third phase of lockdown. It added that there has been a 5-7 per cent rise in the average order size compared to the week before the lockdown was announced in March. Given that eyewear was placed under the essential category, online eyewear players continued to operate during the lockdown as well. "During the lockdown, the number of orders for eyewear decreased by over 60 per cent despite multiple promotions by leading online eyewear players. However, the order volume has increased by 70-75 per cent as compared to a week before lockdown 3.0," it said, adding that consumers were probably not aware that eyewear products operate under the essentials category. For the cosmetics category, some products were available under the essentials category "However, the order volume declined by almost 90 per cent during the time period. In the first week of lockdown 3.0, the cosmetics sector has not shown any significant signs of recovery, as the sector has only been able to regain 15-20 per cent of its order volumes. "Having said that, the sector is expected to recover but will take a slightly longer time than usual," the report said. E-pharma and online grocery sector witnessed a massive spike of 100 per cent spike during the first two stages of lockdown, with the average order size increasing by 20 per cent, it added. "However, there has been a negligible change in the number of orders in the last one week, beyond a spike of 7-8 per cent in the overall order size as people may have already stocked up medicines and grocery items. The lockdown is expected to result in a major boost for the sector in the current financial year," it said. Unicommerce CEO Kapil Makhija said the last 40 days have had a major impact and changed people's mindset about online shopping. "Even though the government has permitted certain activities, consumers are still wary of leaving the house and have adopted social distancing as a way of life. The essentials category has witnessed a major surge during the 40-day lockdown and will continue to see an increase in the overall demand," he said. With certain relaxations in the non-essential sales in green and orange zones, a similar growth is being seen in other sectors, he said, adding that e-commerce industry is expected to see a steep increase in orders in the long run as consumers would adjust to the new norms post-lockdown. SR RVK

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The number of consumers shopping directly from brand websites is increasing at a much faster pace than marketplaces: Report

Team BI India

E-commerce in India clocks 36% volume growth in Q4 2020

IANS

India’s e-commerce is now even bigger than pre-COVID – smaller cities add to the bounty while metros continue to lead

Sanchita Dash

E-commerce regains 30 pc of pre-lockdown order volume, says Unicommerce

PTI

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