The surge extended to Tier III cities, recording a 43% growth. Fashion and beauty products maintained their dominance, while FMCG and eyewear segments saw increased interest, showcasing a diverse consumer preference
Black Friday, originally an American retail tradition, has established itself as an ecommerce sale event in the Indian market. Consumers now extend their post-Diwali shopping spree to take advantage of Black Friday and related sales such as Cyber Monday.
Unicommerce's analysis of the Black Friday weekend showed a 23% surge in ecommerce order volumes compared to the 2022 Black Friday sale weekend.
Contrary to the Diwali festive sales, where marketplaces outperformed D2C brands, the scenario reversed during the Black Friday weekend. Brand websites experienced significant growth, witnessing a 28 per cent increase in order volumes, while marketplaces reported a comparatively lower growth of 19 per cent. The increasing prominence of Black Friday has transformed it into a pivotal sales period for both online marketplaces and individual brands in India.
Online sellers had reason to celebrate during the Black Friday weekend, with the Unicommerce platform registering demand for over 8.5 million order items. The platform experienced an average of 1500 orders of item demand every minute. Notably, more than 10 sellers received demand for over 100,000 order items during the four-day weekend, while over 100 sellers received demand for more than 10,000 order items through the Unicommerce platform.
The Black Friday surge extended beyond metro cities, with Tier III cities witnessing the highest growth at 43 per cent, followed by 19 per cent growth in Tier I cities and 16 per cent in Tier II cities.
Fashion and beauty products retained their position as the leading categories during the Black Friday sale, continuing to capture a substantial share of consumer attention. Furthermore, there was a discernible increase in volumes for FMCG and eyewear segments, signalling a diversification in consumer preferences during the sales season. The platform observed brands across various segments utilizing its services to handle
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