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Mobiles and electronics clock 50 per cent sales on e-commerce sites: study

The study showed a stiff competition between and Flipkart for the number one position in terms of gross merchandise volume

BestMediaInfo Bureau | Mumbai | October 4, 2016


Mobiles and electronics constitute more than 50 per cent of registered transactions on e-commerce websites, says a study by on the sales trends this festive season. is in a unique position to compare trends and bestsellers seen across these sites as it works with all top e-commerce players.

The study by, a cashback and coupons site, said there is a stiff competition between and Flipkart for the number one position. Snapdeal and Shopclues follow in terms of the gross merchandise volumes (GMV).

Rohan Bhargava Rohan Bhargava

On the festive trends, Swati and Rohan Bhargava, Founders,, said, “The scale of online shopping in India has grown substantially with the increase in internet-ready devices, awareness about e-commerce, better user experience enabled by improved infrastructure in terms of logistics and broadband. All top retailers have unveiled a bevy of offers to entice shoppers to garner a significant portion of their total annual sales during this festive season that will last for most of October. We are expecting a 300 per cent

Swati Bhargava Swati Bhargava

increase in GMV of CashKaro from October to December. Sales are a great incentive to shop. And because we offer cashback over and above all sale discounts and bank card offers, shoppers love to start their journey at Retailers are also offering increased affiliate commissions on categories like fashion, beauty and consumables as affiliate sites like us form about 20 per cent of their business.”

Some of the interesting trends seen in the study are:

Mobiles and electronics constitute more than 50 per cent of registered transactions, followed by fashion and lifestyle and consumables.

Tier II cities are gaining popularity during online festival sales with close to 40 per cent participation.

CashKaro registered a 6X increase in the number of transactions during the online festive sale period as against normal days.

Strategic cashback and discount partnerships between banks and e-commerce players have played a pivotal role in increasing sales this festive season.

Gift Cards (8 per cent): This category has gained popularity, registering a 5X increase in the number of orders this festive season versus normal days of the year.

TVs (7 per cent): As confidence in online shopping grows, more and more people are willing to buy large items like TVs online. The deals and discounts in this category have been huge.

Number of transactions during festive season versus rest of the year: There has been a 6X increase in the number of transactions via during the festive period as compared to the rest of the year. This is largely due to the wide array of discounts and promotions being offered to bring new shoppers online and drive repeat purchases.

Cities that are seeing greater interest during Diwali:  The top five Metros (Delhi/NCR, Mumbai, Bengaluru, Hyderabad, Chennai and Kolkata) continued to dominate along with upcoming metro cities such as Pune, Ahmedabad, Jaipur and Chandigarh. This year, Tier II/Tier III cities such as Bhopal, Pimpri Chinchwad, among others have also shown interest.

Preferred Device to shop from: Mobile (40 per cent) and Desktop (60 per cent)

Unlike last year, equal promotion on both desktop and app platforms is seen as retailers have realised that both mediums have their own merits and cannot be ignored.

Adding to the whole festivity this October, CashKaro also launched its in-house campaign, ‘Cash Wali Diwali’ wherein users who shop via CashKaro on its partner retailers can win gift vouchers daily and a 42-inch LED TV. The campaign prizes are sponsored by who has been aggressively ramping up its e-commerce wallet share in India. Details of #CashWaliDiwali campaign can be seen here:

CashKaro is offering up to 10 per cent extra cashback as rewards on all transactions during the ‘Great Indian Festival Sale’ (1-5 October). Similarly, extra cashbacks are being offered on all sales placed during Flipkart The Big Billion Days, Snapdeal Unbox Sale and promotions going on at over 1000+ websites.


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