Summary:

By 2024, Tier-II, Tier-III, and rural regions are expected to play a crucial role in e-commerce growth. Meesho, Amazon, Flipkart, and Myntra have all experienced an increase in demand. Meesho reported a 35% year-over-year growth, with more than half of its orders coming from smaller communities. Non-metropolitan cities accounted for 85% of visits to Amazon's AGIF. D2C brands, like Bella Vita Organic, saw a 173% increase in sales in underserved regions due to expanded reach.

The festive season saw a shift in consumer behavior, with Flipkart receiving 7.2 billion visits and Myntra onboarding 1.5 million new customers, 80% of whom were from non-metro areas. Brands like Honasa Consumer Ltd. saw rising demand for personal care products across India, particularly in remote regions. Increased digital adoption in smaller towns is reshaping India’s online shopping landscape.

Source: IBEF

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