Nykaa vs Purplle: AOV & Top converting brands comparison for Quarter 2 in FY 2024

In the fast-paced world of beauty e-commerce, two giants, Nykaa and Purplle, battled it out for supremacy during the months of July to September 2023. Vumonic Datalabs delved deep into their sales performance, revealing intriguing insights into the strategies that drove their success. Join us on this journey as we explore the numbers and trends that shaped this beauty showdown.

Nykaa vs Purplle Sales Performance

During the three-month period, Nykaa emerged as a winner, achieving sales figures four times higher than Purplle's. The catalyst behind Nykaa's remarkable performance was the much-anticipated "Hot Pink Sale" held in July. This special sale event accounted for approximately 55% of their total sales, highlighting the power of strategic marketing and well-planned sales events.

Purplle, not to be outdone, had its moment in the spotlight with the "I Heart Beauty Sale" hosted in August. This sale event contributed to nearly 45% of Purplle's total sales during the period. It's evident that these special promotions played a pivotal role in shaping the quarterly performance of both platforms.

Nykaa vs Purplle Average Order Value (AOV)

Nykaa and Purplle cater to a diverse range of beauty enthusiasts, and their pricing strategies differ significantly. Nykaa's AOV, post discounts, averaged close to 400 INR, highlighting their focus on premium and higher-priced products. In contrast, Purplle maintained an AOV of around 200 INR, appealing to budget-conscious consumers. This substantial difference in AOV underscores the varying customer demographics both platforms serve.

Nykaa vs Purplle Average Discount

Discounts play a pivotal role in influencing consumer behaviour in the beauty e-commerce sector. Nykaa offered an average discount of 150 INR, making it an attractive choice for price-sensitive shoppers. On the other hand, Purplle's average discount hovered around 100 INR. These varying discount strategies reflect their approaches to price-conscious customers.

Top Converting Brands on Nykaa & Purplle

These brand preferences provide valuable insights into the diverse choices and brand loyalty of their respective customer bases. Below are the top selling brands on Nykaa & Purplle:

Conclusion

The battle between Nykaa and Purplle in the beauty e-commerce sector during July to September 2023 offers a captivating glimpse into the Indian beauty market. Nykaa's dominance, driven by its highly successful "Hot Pink Sale" and higher average order value, highlights the importance of strategic marketing and well-executed sales events in driving sales growth.

As both platforms continue to evolve and adapt to changing consumer preferences, the future of the beauty e-commerce landscape in India promises excitement and innovation. Stay tuned for more updates and insights from the ever-evolving world of beauty retail. The beauty battle of 2023 is far from over, and we'll be here to keep you informed every step of the way.

To see more in-depth data driven insights & consumer behaviour in the ecommerce vertical, feel free to reach us here.

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Disclaimer: The information provided in this blog is based on the data analysis conducted by Vumonic Datalabs and is subject to market dynamics and fluctuations. 

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Written by: Samiksha Mulik

Date: 8 January 2024

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Vumonic Datalabs is a global consumer intelligence platform. We provide high-quality, deterministically linked, large structured data that can be used to derive deep consumer,  business, and market insights. Our proprietary data pipelines deliver unbiased actual transaction data collected in a privacy secure manner via large global panels.