Online sales sprint, despite a strong rebound in offline markets

Demand for products across daily needs, garments, shoes, televisions, refrigerators, and mobile phones have all contributed to the growth in E-commerce sales

May 9, 2022

Reliance Retail reported a 17% contribution from digital sales compared to last year’s 10%

Dabur reported that its online sales climbed by 1.5% to 6.5% over FY21

A consumer goods company’s sales across platforms including E-commerce channels were more than 20% of its total sales in Q1

Tata-owned Trent Ltd has reached 7% compared to 5% in FY21

Consumers are continuing to shop online despite an increase in the overall rate of buyers and sales at offline markets, and large retail establishments’ businesses returning to pre-Covid levels, according to data from numerous major corporations.

Reliance Retail reported a 17% contribution from digital sales to consumers and smaller shops as compared to last year’s 10%, while Tata-owned Trent Ltd has clocked 7% as compared to 5% in FY21 through online sales.

Dabur also reported that its online sales climbed by 1.5% to 6.5% over FY21, while Tata Consumer Products’ contribution from E-commerce platforms increased from 2.5% in FY20 to 7.3% in FY21.

According to a market expert, consumers today are shopping 35% more via both online and offline channels as compared to covid times when they were shopping through a single channel. 

Even India’s largest consumer goods maker said in its earnings report that sales across platforms including E-commerce channels were more than 20% of its total sales in Q1, with its Direct-To-Consumer (D2C) website having already received 25 million annual visits. 

According to reports, the growth in E-commerce sales is across a gamut of categories such as daily needs, garments, shoes, televisions, refrigerators, and mobile phones.