E-Commerce Trends 2024 – Consumers Shift Toward Quality Purchases, Tier-2 and Tier-3 Cities Lead Growth…
Logistics intelligence platform ClickPost has released its e-commerce trends report for 2024. The report reveals significant shifts in consumer behaviour, delivery patterns, and category performance.
The data is derived from over 396 million shipments processed across the country. The massive volume of orders indicates the increasing adoption of online shopping, with an average of 1.47 million orders shipped daily.
Busiest Shopping Day: Saturdays and Peak Shopping Periods
Saturdays emerged as the busiest shopping day of the week, handling 150,000 more orders than any other day. Additionally, August 12th stood out as the busiest day of the year, with 1.7 million orders processed, likely driven by Independence Day sales.
The Rise of Regional Markets
Tier 2 and 3 cities now account for over 60% of total shipments, signalling a significant shift in e-commerce growth beyond metropolitans.
Category Performance
Cosmetics led the way with ₹10 crore in shipments, while fashion followed closely with ₹4 crore. These categories reflect strong consumer demand for personal care and fashion products.
Average Order Value (AOV)
In 2024, the AOV stood at ₹5,000. Electronics led with a ₹38,000 AOV, driven by demand for personal tech and smart devices, followed by home decor at ₹7,900. Fashion’s AOV rose from ₹3,500 in September to ₹4,000 in October, influenced by the festive season.
Returns and Exchanges
Returns dropped from 10% to 7.8% in 2024, indicating better customer satisfaction and more accurate product information. Activewear led the exchange category, followed by fashion, highlighting a need for improved sizing charts.
Omnichannel Growth
Omnichannel strategies gained traction in 2024, with a 40% increase in stores adopting omnichannel technology and a 50% rise in ship-from-store order volumes, improving customer experience across channels.
Outlook for 2025
ClickPost anticipates that e-commerce in India will surpass 444 million orders in 2025, driven by advancements in quick commerce and logistics intelligence. Brands will need to leverage data and technology to remain competitive in the fast-evolving marketplace as the demand for hyper-personalisation and faster deliveries grow.
Note: This data is derived from nearly 400 million shipments processed through ClickPost’s platform.
