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eBay unveils Census Guide 2011

The online shopping portal comes out with interesting trends in online transactions with distinct consumer preferences across cities and demographies

Neha Saraiya | Delhi | September 29, 2011

Online shopping marketplace website, eBay, has released the fourth edition of the ‘eBay Census Guide’.  The survey, which observes key trends in online buying, importing, selling and export, is based on the analysis of all online buying and selling transactions in the country on the website between July 1, 2010 and June 30, 2011.

The top five cities that recorded the maximum number of transactions included Delhi followed by Mumbai, Bengaluru, Jaipur and Chennai. Interestingly, within Delhi, belly dancing gears constituted the largest number of export transactions, and there was a huge demand for body art like tattoos in the city.

On the other hand, handbags topped demand in Mumbai. Republic of India coins were purchased the most in the city. Products like Indian miniature sheets, metal strap wrist watches, car perfumes and men’s wallets sold the most in Bengaluru.

Jaipur showed interest in the most fashionable socks purchases while Chennai exported the maximum marble tiles in the country.

Meros contributed to 51 per cent of ecommerce transactions, tier 2 & 3 cities contributed 40 per cent and rural India made up the balance 9 per cent.

Sate-wise, Maharashtra bagged the No.1 position followed by Delhi and Andhra Pradesh.

Commenting about the relevance of the report, Muralikrishnan B, Country Manager, eBay India, said, “If eBay was a store, then four buyers every minute would have shopped at our counter, 24X7. Thus, for us it’s always a process of mining data. Plus, we use the report both for marketing as well as supply side. On a broader perspective, the report also helps evangelize ecommerce in the country as we would love to explore the market.”

Furthermore, the study points out that Sony is the most preferred brand when it comes to online shopping by consumers. Nokia, Samsung, Apple, Reebok, Seagate, Casio, Micromax, LG and Canon make their way to the list of top ten brands.

The study also claims that women shoppers have risen over the period, with 45 per cent of their purchases being in the lifestyle category followed by electronic gadgets as their second preference. Even on the Facebook page of eBay, 35 per cent of the fans are women.

Category-wise, electronic gadgets continue to rule the online shopper’s wallet and contribute to 50 per cent of all purchases. Laptops, netbooks and tablets grabbed a lion’s share in the category. In the mobile phone category, touchscreen phones gained more traction compared to qwerty phones.

Another interesting point that the report highlighted is the increasing share of rural India in online transactions, despite a low Internet penetration level in these areas. The report suggested that over 1,267 rural hubs are transacting online with one out of every 10 purchases from rural India as well as one out of every 20 sales from rural India. This is largely because of factors like ‘accessibility’ and ‘availability’ as normally, whenever a product is released, it takes around 6-8 months to reach rural areas, but through the online platform it is a quicker process.

The report also suggested some interesting buying patterns that have emerged over a period of time. For instance, in the lifestyle category, metros indulged in the largest number of purchases of sunglasses, while tier 1 and tier 2 cities preferred cufflinks. Wallets were a common buy in rural India.

Muralikrishnan mentioned the highest priced deal on the shopping portal that occurred during this IPL season wherein a buyer from Karnataka purchased a Volkswagen Passat, signed by the captains of all the IPL teams, for a little over Rs 30 lakh.

Click here to download the complete report.


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