While restrictions related to COVID-19 remained in place for most of the year, reliance on online consumption increased. As consumers bought everything online from clothes to basic necessities, purchasing power increased by 48% from 2020 in all sectors, as mentioned by Admitad India. More than 500 brands for which the company provides marketing services generated GMV worth Rs 850 crore this year, a growth of 141% from 2020.
The e-commerce industry outperformed other segments with a GMV worth Rs 756 crore, driven by categories such as fashion. The beauty and skin care category saw a growth of 218%, with D2C brands becoming high profile. Furniture and housewares grew by 183%, while electronics and sports and fitness grew by 114%.
The software and fintech categories have also seen growth as more people have chosen services like e-learning and food delivery. Demand for software, e-learning and food delivery generated a GMV worth Rs 50 crore. E-learning and online education saw an increase of 61%, representing a GMV of 2 crore rupees.
The financial services sector also experienced growth, led by the insurance and investment category which rose 36% and 75%, respectively. “Buy now, pay later” has become a new category and has opened up a new audience, according to the report. The financial services segment saw transactions growth of 2.5 times.
Categories like OTT (13%), toys and baby products (227%) and gifts (28%) have shown positive signs and are expected to grow more in the coming years. Travel also rebounded with higher demand for flights (93%) and hotels (3%).
Sub-categories such as food and drink, jewelry, online music and movies, payday loans, and gaming have shone and are expected to continue to shine for years to come.
Neha Kulwal, Country Manager, Admitad India said: “It has been a phenomenal year for the online industry and for us. We have integrated many new brands, some of them exclusively. Especially during the holiday season, we have seen immense growth in affiliate channels and brands choosing affiliate networks over other marketing channels for better results. Admitad India has generated a GMV of Rs 850 crore for this year and we expect a milestone of Rs 1,100 crore next year. We also aim to expand our customer base and look forward to assisting our publishers with various new monetization services ”.
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