Small cities dominate e-comm platforms' festival sales: Industry players

Small cities dominated the festival season sales of e-commerce platforms accounting for around Rs 24,000 crore or around 60 per cent of the total market share in value terms, according to industry players.

The figures are for the recently-concluded festival sales wherein e-commerce players had offered significant discounts on various products.

Tier 2 and beyond cities were at par with metros and Tier 1 cities with around 50 per cent contribution in gross merchandise value during the festive sales by the online players last year, according to Redseer Strategy Consultants.

The consulting firm said that e-commerce firms are estimated to have registered a 27 per cent growth and clocking sales worth Rs 40,000 crore. Flipkart Group accounted for around 62 per cent of the total market share in terms of Gross Merchandise Value (GMV).

Major e-commerce players such as Flipkart, Amazon, Meesho and JioMart have seen more than 60 per cent of the customers being from Tier 2 and beyond cities dur