Small towns outpace tier-1 cities for shopping as Covid pushes e-commerce

E-commerce grew by 36% and 30% YoY in terms of volume and value respectively in Oct-Dec 2020, according to a report by Unicommerce and Kearney

The last quarter of 2020 saw e-commerce grow by 36 per cent and 30 per cent year-over-year in terms of order volume and GMV (gross merchandise value) respectively, according to a report by Unicommerce and Kearney. The average order value declined by 5 per cent in Q4-2020 as compared to the same period last year.

In 2020, the Covid-19 pandemic affected industries across sectors. E-commerce as an industry saw a significant uptick in demand during these times. Moreover, the last quarter was extremely interesting, as it showed the real reflection of changing consumer behaviour, and highlighted the actual shift to online