9% shoppers use mobile phones for shopping at Diwali

New Delhi, 21st September 2017 – Prior to the onset of the online festive shopping season, Criteo (NASDAQ: CRTO), the commerce marketing leader, has released its seasonal data, anticipating shopping trends this Diwali. Based on the analysis of about 4.8 million transactions, the report has seen an upsurge of 490% in average visitors, leading to an increase of average sales by 140%, on major e-commerce websites pre-Diwali last year.

The report serves as a guide for marketers tounderstand online shoppers and their buying behaviour. Highlighting the currenttrend of shopping through mobile apps, the report underlines that althoughsales start to pick up from August onwards, the highest sales peak between fourand two weeks before Diwali, and so does website traffic. Hence, it isimportant for retail companies to encourage shoppers to download the retail app1-2 months before Diwali and build a profitable pool of shoppers by drivingtraffic to their websites.

The festive season in the last few years has seen atrend of large number of shoppers shifting from traditional modes of shopping,to online shopping. According to the report, the top performing online retailsub-verticals during Diwali are jewellery, luxury goods and apparel.

Siddharth Dabhade, General Manager, Criteo India said, “With theinternet penetration, and availability of smartphones at an affordable price,Indian shoppers are becoming more confident to make purchases online. They aretaking a leap forward, and dismissing traditional shopping habits. As comparedto last year, this festive season is expected to bring a large number ofshoppers online, promising great sales results for e-commerce giants.”

He further added “To attract maximum traffic, eache-commerce company is offering products at throwaway prices. Thus, theattention span of online shoppers quickly shifts to other offers, withoutcompleting a transaction on a particular website. It is important for retailersto help potential customers complete their transaction by offering themrelevant products of their choice, across devices. Mapping the shoppers’browsing behaviour, Criteo’s data analytics help retailers build their digitaladvertising strategy focused on customisation and personalisation, ensuringthat maximum online traffic gets converted into actual sales.”

With a rapid increase in the number of smartphones anddata revolution in India, smartphones have become the first point of brandinteraction for users. It is in fact now the most personalised medium to reachIndian shoppers.

According to the data gathered by Criteo, during thefestive season last year, up to 66 percent of increase in the share of mobilesales was seen, as compared to average weekly sales during April-May(2016).  The uplift in the share of sales through mobile phones issignificantly higher than usual during the weeks leading to Diwali, which wasthe highest at 79% on the day of Diwali (as per the recent report). This isalso because shoppers can easily access smartphones for last-minute shopping.

The in-app availability of e-commerce websites hasfurther triggered the rise of m-commerce in India and has made it the largestmobile apps market. In 2016, Indian users downloaded about 6 billion mobileapps, up from 3.5 billion in 2015.  

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