Black Friday 2024 Sees 17% Surge In Ecommerce Order Volumes: Report

Unicommerce reported a 17 per cent increase in order volumes during this year's Black Friday sales (27 to 30 November 2024) compared to the same period in 2023 (22 to 25 November). The platform also saw a 24 per cent growth in gross merchandise value (GMV) during the event.

Several categories saw growth in order volumes, with beauty, wellness and personal care products experiencing a 34 per cent year-over-year increase. Perfumes, deodorants and makeup items were particularly popular. Fashion and accessories also saw a 20 per cent rise in order volumes, with kids' apparel, travel accessories and toys & baby products standing out.

The FMCG and agricultural sector recorded a 34 per cent increase in order volumes, driven by high demand for plant nutrition products and healthy food items. The health and pharma category witnessed a 50 per cent surge in order volumes, with health devices, nutraceuticals and supplements being key highlights.

Home decor saw a 40 per cent increase in order volumes with decorative items and furnishings leading the demand.

Both brand websites and marketplaces experienced similar growth during the sale, with brand websites recording a 17 per cent rise in order volumes while marketplaces saw an 18 per cent increase.

Another trend was the rise in average order value (AoV). Wearables saw a 200 per cent increase in AoV while categories such as computers & laptops and fashion & accessories saw a 25 per cent increase in AoV each. Home furniture and home furnishings also saw growth, with AoV rising by 24 per cent and 28 per cent, respectively.

The Black Friday sale has become a key occasion in India’s annual ecommerce calendar, with consumers eagerly awaiting exclusive discounts from brands and ecommerce platforms. Unicommerce analysed over 10 million order items processed on its platform during the sale to track these trends.

“Every year, Black Friday sales act as a good closure to the year’s e-commerce sale events. As we continue to see rising consumer demand, these insights provide a broad picture of the evolving e-commerce industry in India”, said Kapil Makhija, MD & CEO of Unicommerce.