Personal care products, apparel, footwear and accessories accounted for 63% of sales online in 2023
New Delhi: The personal care segment emerged as the highest-selling category in 2023 followed by apparel, footwear and accessories as per a report by e-commerce enablement platform Shiprocket. Collectively they accounted for a substantial 63% of sales, emphasizing their growing demand.
Data by delivery platform Borzo (formerly WeFast) revealed that the year 2023 witnessed good sales of some popular products in different categories including food, clothes, documents, pharma and groceries.
For Bengaluru-based FreshToHome which sells fish, meat and seafood online, the most ordered items in 2023 were premium tender goat – curry cut, fresh Indian Baasa / pangasius/pangas, and chicken curry cut.
Gurugram-based food delivery company Zomato in an advertisement stated that the most-ordered dish in India in 2023 was Biriyani with over 10 crore orders followed by Pizza with over 7 crore orders and noodle bowls with over 4 crore orders.
Region-wise
Tier 2 and tier 3 markets showcased remarkable growth, with tier 2 witnessing an impressive surge from 113% in 2022 to an astounding 179% in 2023. Similarly, tier 3 markets grew from 128% to 138% as per Shiprocket.
Mysuru, Udaipur, and Tiruppur emerged as the leading cities in tier 2 markets, showcasing growth prospects for e-commerce, the data added.
Delhi topped the charts in tier 1 cities in terms of sales volume, closely followed by Bengaluru. Notably, Thane surpassed Mumbai to secure the third-largest tier 1 market position.
The AOV (average order value) across states averaged at approximately Rs 1700 for the entire period of 2023, said Shiprocket.
As per Borzo, the top-delivered products in 2023 in Delhi were clothes, documents, food, pharma products, groceries, private packages, electronic devices (spare parts), gift samples and so on.
Whereas, top items delivered in Bengaluru were food, documents, clothes, pharma/groceries, private packages, electronic devices (spare parts), flowers, hardware (tools), bakery (sweets) etc.
Mumbai and Pune also witnessed a similar trend in the buying patterns whereas in Ahmedabad it was only food, documents, clothes, chicken and groceries.
In addition to the popular ordered and delivered products in India, other factors like average order distance, average delivery radius and hours of delivery also played an important role in understanding the trends in 2023.
Delivery Factors
In 2023, the average order distance in Mumbai was 9 km compared to last year’s 13.2km, in Delhi 10km compared to 16.6km in 2022 and in Bengaluru, it was 9 km compared to last year’s 14.5km, said Borzo.
Data from FreshToHome adds that the average order distance was 4 km with 7-10 am being the busiest hours of deliveries with an average delivery radius of 700 sq. km in the entire Bangalore region.
The average distance of delivery riders has gone down by an average of 5km. The most active days for deliveries were Wednesdays and Fridays, while Sundays saw the least deliveries being made, said Borzo.
In 2022, Tuesday and Thursday saw the most amount of orders getting delivered. The busiest hours for deliveries lasted more than 12 hours beginning at 11 am and ending at midnight 3 am.
As many as 36% of the orders delivered by riders were in the delivery radius of 1 km to 5 km, 23% of the orders were delivered in the radius of 5 km to 10 km and 14% of the orders were delivered in the range of 10 km to 15 km. About 27% of orders involved covering a distance of more than 15km. Mumbai, Delhi and Bengaluru were the most active cities in terms of deliveries while Pune and Ahmedabad were gaining prominence.
