Stories
India's Festive Shoppers Abandon Comparison, Embrace Rapid Checkout & Quick Commerce
- •Indian festive shoppers are bypassing traditional marketing funnels, with 65-80% of conversions influenced by multiple digital touchpoints.
- •Quick commerce is projected to capture 16% (Rs 24,000 crore) of India's festive e-commerce GMV, which is estimated to reach Rs 1.5-1.55 lakh crore.
- •Comparison is the primary casualty in the accelerated shopping process, as algorithms and personalization now evaluate options for shoppers.
- •Checkout compression is evident, with returning shoppers completing jewelry purchases in an average of 22 seconds during Akshaya Tritiya.
- •While 49% of consumers plan festive purchases 15 days in advance, 50% buy within 3-7 days of an ad, indicating a blend of planned intent and triggered purchases.
Key Questions Answered
Datum Intelligence predicts India's festive e-commerce GMV to reach between Rs 1.5 lakh crore and Rs 1.55 lakh crore, marking a 25% to 29% increase from last year. Quick commerce is projected to capture nearly 16% of this festive spending, translating to about Rs 24,000 crore.
The traditional multi-stage marketing funnel has collapsed as platforms combine discovery, evaluation, and conversion into rapid single-click experiences. Furthermore, creators are driving nearly 30% of total retail spending power, with 74% of Indian shoppers making purchases based on creator recommendations.
Returning shoppers using Kwik Pass completed jewellery purchases in an average of 22 seconds during Akshaya Tritiya, which is about three times faster than traditional checkout flows. Additionally, during the previous festive quarter, 83% of WhatsApp-driven GMV came from new customers, showing that messaging channels act as powerful acquisition tools.
