尼尔森IQ：2026印度节庆电商实操手册：驱动电商增长的12大核心趋势（英文版）（16页）.pdf

1、 2026 Nielsen Consumer LLC.All Rights Reserved.Confidential and proprietaryThe Festive Commerce Playbook:12 Trends Driving E-commerce Growth442/433 2026 Nielsen Consumer LLC.All Rights Reserved.Confidential and proprietary2What is really driving this growth?E-commerce in India is scaling rapidly wit

2、h festive as the key demand inflection1Is E-comm growth festive-led or structural?2345Growth driver:more shoppers or higher spend?How is E-comm vs Offline evolving?Are Tier 2 markets becoming metro-like?Digital PurchasesEMSWhich categories drive spikes vs steady demand?Context-Expanding beyond metro

3、s at scale-Consumer adoption moving from trial to mainstream-Festive remains the biggest demand trigger 2026 Nielsen Consumer LLC.All Rights Reserved.107118Quantity purchased(Units)111No.of transactions(Orders)The 3 levers fueling E-commerce growth:More Shoppers,Bigger Baskets(Units),More Repeat pur

4、chase(Orders)#1Shopper Penetration*All Products=Mobiles,Electronics,Fashion,FMCG,Beauty,Home&Kitchen,etc.*Value indexed to 2024 E-comm:All India Urban E-commerceFMCG&Beauty102116121120114Digital PurchasesDoes not include Blinkit,Zepto,Meesho&any other platforms that do not share E-mail receiptsValue

5、 indexed(YEC 2024=100)E-comm:All India Urban Value 2026 Nielsen Consumer LLC.All Rights Reserved.Shopper penetrationUnits purchased per ShopperAverages Spends per Shopper 10010720242025Rs.25 KRs.24 K20242025384220242025FMCG&Beauty Drive Habit-Led Growth-More Shoppers(80%),Buying more(Higher Spend&Un

6、its),More Often(Higher Frequency).Source:NIQ Digital Purchases 350K online shopper panel161720242025Frequency of PurchaseDoes not include Blinkit,Zepto,Meesho&any other platforms that do not share E-mail receipts#2All EcommerceShopper Behavior1279%48%FMCG&BeautyElectronics&Accessories*All Products=M