Indian e-commerce recorded 36% volume growth in Q4 2020, with the personal care, beauty and wellness (PCB&W) segment being the biggest beneficiary, according to a new joint report from management consultancy Kearney and Unicommerce, an e-commerce technology platform.

E-commerce also grew 30% year-on-year in terms of gross merchandise value, while the average order value declined by 5% compared to the same period last year, the New Indian Express reported.


  • The PCB&W and FMCG and Healthcare category volumes increased by 95% and 46% respectively year-on-year.
  • Tier 2 and Tier 3 cities accounted for a 90% year-on-year incremental volume and value growth.
  • Brand websites reported 94% volume growth in Q4 2020 as compared to same period last year.
  • Growth accelerated following COVID-19 and the effects of lockdown and other restrictions prompted huge change in consumer habits with many new shoppers and sellers going online.

Key quote

“The e-commerce industry has emerged as the backbone of the retail industry and small and big players have realised the immense potential that e-commerce holds” – Kapil Makhija, CEO of Unicommerce.

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Sourced from New Indian Express