Who Buys What Online?

Ecommerce in India is exciting and fast-growing, with many layers and dimensions. Quite frankly, it's a battle ground! Indian Ecom (incl. grocery) is projected to be at least 3x bigger than the next largest vertical in terms of profit pool in 2022 and beyond. And, according to estimates, Indian Ecommerce will reach US $112 Billion in GMV by FY25, growing at a 29% CAGR over FY20-25E. Out of this growth, grocery and fashion/apparel are likely to be the category leaders behind this growth. Ecommerce platforms, D2C brands, and larger brands (both Indian and international) are all scrapping to gain market share, attract new users, and increase the share of wallet for their respective product offerings.

We at Vumonic Datalabs are front runners in tracking the e-commerce market in India with a real-time data engine that allows us to slice and dice into the analytics and get the real story – not just for ecommerce, but also for food delivery, OTT, and ride hailing too.

When we unpeel layers on insights with our data (nearly 1 Million Transactions from April to Sept 2021) we see that volume (# of orders) and value (GMV) contribution of categories by gender types are starkly different. Mobiles are the biggest value contributors for Males, and Fashion the largest value contributor for Females.

‍

‍

Grocery is on an uptrend, especially as the segment is alive with lots of buzz and investments. Grocery sees a higher volume contribution versus other categories like Fashion and Mobile, as the products are consumed quickly and the price point is lower.

So what do online grocery players have to do to get high returns? By analysing age groups, we see that Grocery shopping is still a mature audience play. The younger and middle age users have still not adopted online grocery as much.

In the future, growth in India’s online grocery is likely to come from:

- higher penetration into younger & middle age users

- address need for “immediate gratification” (10 min delivery)

‍

In our next piece, we will explore markets that can be tapped for growth for different categories.

___________________________________________________________________

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.