Diwali Sales Set New Digital Commerce Trends
The digital commerce segment has witnessed an extraordinary surge in sales during this festive season. The Open Network for Digital Commerce (ONDC), an initiative aiming at promoting open networks for all aspects of exchange of goods and services over digital or electronic networks, recorded 12 lakh transactions across 600+ cities from 6 November to 13 November.
Diverse categories, including F&B, Grocery, Electronics, Fashion, Home & Kitchen, Mobility and Health & Wellness, collectively contributed to this monumental achievement, shared ONDC. The increasing inclination toward online festive shopping has steered customers to seek the best deals across various platforms and apps. With the ONDC Network emerging as a viable alternative beyond traditional e-commerce apps, consumers are now exploring diverse options to secure unparalleled deals and discounts.
T Koshy, MD & CEO of ONDC, emphasised the changing consumer behaviour, stating, "Our record transactions indicate a shifting trend wherein shoppers are not only eager but actively exploring alternatives to secure the best deals."
In parallel, Rahul Mehta, Chief Mentor of the Clothing Manufacturers Association of India (CMAI), provided insights into post-Diwali sentiments. “As highlighted in our recent survey, overarching sentiments were muted. Nevertheless, the preceding 7 to 8 days have witnessed a notable and encouraging upward trend. Ethnic wear demonstrated commendable performance, while casual wear also experienced a discernible resurgence."
Looking forward, Mehta expressed optimism with the arrival of the wedding season, anticipating a heightened vibrancy in sales during the period post-November. Rahul adds, "Looking ahead, we express optimism with the advent of the Wedding season and are hopeful that the sales will exhibit a heightened vibrancy in the period post November."
As online platforms continue to redefine the retail landscape, the post-Diwali sales hike stands at the centre, shaping the trajectory of consumer behaviour and industry dynamics.
