As per the E-commerce Trends Report, released by Unicommerce and Kearney, the last quarter of 2020 saw e-commerce order volume growing by 36% in India, with Personal care, Beauty, and Wellness (PCB&W) segment being the biggest beneficiary.

In the last quarter of 2020 (October to December 2020 period), PCB&W and FMCG & Healthcare (F&H) categories’ volumes grew by 95% and 46% year-on-year (YOY), respectively, stated the Q4-2020 E-commerce Trends Report.

Siddharth Jain, Partner at Kearney, said,

“The Personal Care, Beauty & Wellness category is an incredibly interesting area of growth online, as it has seen stupendous volume growth of over 95% in Q4-2020, as compared to the same period last year.”

Siddharth added,

“Tier II and Tier III+ markets have shown maximum growth potential, outpacing that of Tier I cities.”

Tier-II and Tier-III cities reported significant gains and overall eCommerce sales volume share grew to 46% from 32% during Q4 CY2020 as compared to the same period last year.

The electronics category witnessed 12% YoY growth in average order value (AOV), with a 27% YoY growth in volumes, while Fashion and accessories continue to be the largest segment by volume.

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