Quick commerce platforms see surge in Diwali gift orders
Quick commerce platforms are seeing a surge in Diwali gift orders as they seek to increase their market share during the festive season. Zomato-owned Blinkit, Swiggy Instamart and General Catalyst-backed Zepto have rolled out features like equated monthly instalments (EMI), postpaid options, 10-minute returns for clothing and footwear, and expanded their inventory with popular festival-related products.
The ultra-fast delivery model aided by discounts has been the key driver for these platforms, with a shift toward quick commerce in the last week of festive sales, according to ecommerce consultancy Datum Intelligence.
These platforms have created a separate Diwali section on their apps, featuring categories such as puja essentials, Dhanteras items, gifting, home decor, party supplies, fashion, electronics, sweets, and dry fruits.
This comes at a time when ecommerce festive sales, Flipkart’s Big Billion Days and Amazon’s Great Indian Festival, which started on September 27, are ending later this week.
“The first four to five days of the festive season is when ecommerce platforms see a surge in sales as consumers focus on big-ticket items like appliances, phones, fashion, and home decor, with 60-70% of planned purchases made during this time. Quick commerce platforms may not be a big platform, as people are looking for planned purchases,” Satish Meena, adviser at Datum Intelligence told ET.
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