MUMBAI: India’s gifting habits are evolving rapidly, with online platforms playing a central role in festive and occasion-based shopping. In the first 11 days of February 2025 alone, Unicommerce’s Uniware platform processed over 10 million gifting order items, reflecting a larger shift toward digital-first gifting. Driven by convenience and personalization, this transformation is reshaping consumer behavior, with younger cohorts of buyers leading the move from traditional in-person gifting to tech-enabled G-Commerce (Gift-commerce, tech-assisted gifting) as a mainstream segment of e-commerce.

As Valentine’s Day approaches, this trend is becoming increasingly evident, with a surge in demand for personal gifts. The popular categories this Valentine’s Day sales period are beauty and makeup, healthy eatables, fitness products, and books, among others. Brands are also offering increased options online, with a choice of special packaging or gift wrapping designed for the occasion. This is why online gifting portals are becoming a go-to destination for personal gifting.

E-commerce enablement SaaS platform Unicommerce, trusted by over 7,000 leading brands, has analyzed gifting trends based on orders processed through its flagship platform, Uniware. Its analysis based on the orders processed through its platform, shows what and how India is buying ahead of Valentine’s Day ‘25.

• Most shopped products included skincare gift combos, de-tan kits, makeup face palettes, healthy chocolate combos, scent hampers, books and bookmarks, and jewelry products like silver bands, rings, and gold pendants.
• Tier-II cities drove order volume growth during the nine days with over 37% higher volumes as compared to the same period in 2024.
• There is overall a 24% YoY GMV growth, with a higher value growth seen on brand websites than on marketplaces.
• Marketplaces recorded higher volumes across categories, including makeup and jewelry. Brand websites witnessed higher demand for apparel and accessories like couple wear combos, polo t-shirts, and travel accessories, including sling bags and wallets.
• Rising consumer inclination is seen toward personalized and custom-curated offerings. Brands selling perishables like flowers are offering multiple customization options. Personalization for apparel and accessories was another popular choice with users.

While online gifting for Valentine’s Day begins in early February, there are multiple gifting occasions throughout the year in India, with Raksha Bandhan, Diwali, Eid, Christmas, and wedding season witnessing a surge in the purchase of gift items. Expected to reach USD 92.3 bn by 2030, the Indian gifting market has evolved rapidly with the entry of new-age D2C brands and e-commerce platforms, including names like IGP.com, GIVA, and Phool.co, Nathabi,t, and Zouk along with others.

Tarun Joshi, Founder & CEO of IGP.com said, “Valentine’s remains one of the biggest occasions for gifting in India, and flowers continue to dominate as the preferred choice. As a leading gifting brand in cakes, flowers, and personalized gifts and with technology at the heart of our business, we provide a consistent shopping experience, offering a diverse selection of personalized gifts across categories and on multiple platforms, supporting both discovery and fulfillment.”

Aditya Labroo, Chief Operating Officer, GIVA said, “The online gifting sector in India is playing an important role in driving consumer demand. With technology being the foundational pillar of our omnichannel operations, we are committed to offering seamless shopping experiences to our customers browsing across physical and digital touchpoints.”

Over the last two years (CY 2023 & 2024), Unicommerce recorded over 40 mn order items processed through the Uniware platform by more than 800 gift-commerce sellers, including online-first D2C brands, omnichannel retailers as well as small online sellers.

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BENGALURU: Amazon India announced that Prime Day 2024 was the biggest Prime Day shopping event ever, with record sales and more items sold during the two-day event than any previous Prime Day event. Not just that, the 8th Prime Day witnessed the highest number of Prime members who ever shopped during any Prime Day. 24% more Prime members in India shopped vs Prime Day 2023, making it the highest-ever Prime member engagement during the event. Prime Day 2024 also witnessed the highest-ever Prime membership signups in the two and half-weeks leading up to Prime Day.

Akshay Sahi, Head of Amazon Prime, Delivery and Returns Experiences, India and Emerging Markets said, “We would like to thank our sellers, brands and bank partners for helping us deliver the biggest ever Prime Day in India. Prime members purchased more items than any previous Prime Day shopping event, and we recorded the highest number of same-day deliveries. We love helping our customers save big, and Prime Day is the ultimate celebration of value, fast deliveries, great deals, new launches, and blockbuster entertainment that the Prime membership provides.”

Prime members shopped from thousands of new products launched by over 450+ top Indian & global brands such as Intel, Samsung, OnePlus, Honor, iQOO, Bajaj, Agaro, Ecovacs, Crompton, Sony, Mokobara, ITC, Fossil, Puma, Motorola, and Boat to name a few and 3,200+ new product launches from small and medium Indian businesses like Behoma, Dream of Glory, Orika Spices and others. Prime members from across India shopped for cross-category products like shoes, clothes, smartphones, top-load washing machines, pet foods, groceries, etc. Interestingly, 2 out of 3 Prime members shopped from non-metro cities.

This Prime Day interesting customer trends and consumption patterns emerged across categories. Over 70% of the demand for Smartphones came from Tier 2 & 3 cities, Apple iPads saw 23x growth in sales and Samsung Galaxy Tabs saw a surge of 17x in sales vs the previous Prime Day. Home Entertainment witnessed 26% growth in sales vs last Prime Day as members enjoyed shopping from brands such as Sony, Samsung, Xiaomi, TCL & LG. In Amazon Fresh, Muesli, Eggs, Seeds & Dry Fruits emerged as the top breakfast choices for India with a 1.6x growth YoY vs last Prime Day. Customers couldn’t get enough of Beauty offers on Prime Day deals, with makeup and skincare brands spiking upto 3X YoY, led by brands like Sugar Cosmetics, Lakme, and Maybelline. Quirky colors and multi-functional travel luggage bags saw a 10X growth from D2C brands across like Mokobara, Nasher Miles, Safari American Tourister, etc. Laptops, headphones, speakers, and computer accessories saw up to 20% growth in sales compared to Prime Day 2023. New launches in smartphones witnessed great traction among customers with iQOO Z9 Lite 5G, Samsung Galaxy M35 5G, and OnePlus Nord CE4 Lite 5G emerging as top-selling new launches.

Prime Day 2024 was a resounding success for small and medium businesses (SMBs) across India. The number of SMBs receiving a sale during Prime Day 2024 reached an all-time high across all editions, with over 30% increase compared to last year. More than 65% of SMBs receiving a sale during Prime Day 2024 were from tier 2-3 cities and beyond. small and medium businesses, including women entrepreneurs, weavers, and artisans, sold over 1,600 units per minute during the event.

Vineet Gehani, Sr. Director – PC Category, HP India Sales Pvt Ltd. says, “We are extremely happy to have been associated with Amazon’s Prime Day this year. The success of the event was a testament to our growing partnership with Amazon.”

Nipun Marya, Chief Executive Officer – iQOO says “We are humbled with the tremendous success of our iQOO smartphones during the Amazon Prime Day 2024 sales. Our products have consistently received high ratings on the platform, which is a testament to our commitment to providing high-performance smartphones. Our latest offering, iQOO Z9 Lite 5G, received an overwhelming response, becoming the No.1 best-selling smartphone* across price segments during Prime Day 2024. Amazon has been an essential partner of our journey since our inception in India, and our partnership has continually grown stronger over the years to serve customers pan-India” (*by sales volume)

Sangeet Agarwal- Co-founder of Mokobara said “This marks our second year launching products on Amazon Prime Day, and the response has been nothing short of extraordinary! We’ve seen a remarkable 10x increase in overall sales vs BAU justifying the prime customer-only promotions offered. Prime Day has undoubtedly been instrumental in our growth strategy, and we’re excited to build on this success and continue delivering exceptional experiences to our customers in the future.”

Highlights from Prime Day 2024

Shopping

• Growth for Premium Smartphones (>INR 30,000) continues with more affordability options available for customers such as No Cost EMI & Amazon Pay Later. iPhone 13, Samsung Galaxy S23 Ultra 5G and OnePlus 12R were among the top 3 premium smartphones customers bought this Prime Day’24
• Consumers on Amazon Fresh continued to show their love for summer fruits like mangoes (2.8x YoY) and melons (2x YoY). A growth of 1.6x was also observed in tropical and exotic fruits primarily driven by 20x growth in Thai Guava and 3.6x growth in Avocados (over last year).
• Amazon Fresh consumers also showed higher adoption of healthier choices resulting in a YoY growth of 3x and 1.5x respectively in Mineral supplements and Sports supplements (Protein powders).
• Customers loved shopping from our vast collection of smartwatches and premium watches, witnessing up to 9X spike, especially from smartwatch brands like Titan Smart, Fastrack Smart & premium brands like Seiko, Boss, and Michael Kors.
• Apparel saw a 5X increase in the D2C selection across brands like Fablestreet, Pant Project, & Circus, KETCH, The Indian Garage & Co., and Snitch
• Our premium sports shoes category featuring brands like New Balance, Saucony, and Under Armour witnessed a 3X spike.
• 5 units of luxury perfumes were sold every minute with brands in fragrances spiked up to 4X YoY, with customers loving our offers on Calvin Klein, Davidoff, Guess, and more.
• Prime members shopped from top brands such as LG, Samsung, IFB, Bosch, and Haier and upgraded to premium appliances through affordability options of NCEMI, Bank discounts and exchange offers
• We saw customers choosing products with higher capacities and premiumization with the latest features. For example, we sold 2X Side by Side Refrigerators and 9X High-capacity Front loads Washing Machines compared to PD23
• There is a growing customer interest in products catering to children’s learning development and safety. Strong growth was witnessed in the premium Toys category with Lego spiking 13X vs Prime Day 2023, premium electric ride-on spiking 25X vs Prime Day 2023
• Haircare portfolio saw a 6X spike led by customer’s favorite Dyson Airwrap (12X spike) underscoring a rising need for high-quality at-home styling devices and a growing willingness to invest in premium products.
• It’s a good trend to see children’s reading interest on the rise. Fiction, non-fiction & children’s boxsets spiked 5X vs last Prime Day, driven by the most loved Harry Potter book set and deals on notable new launches like Sudha Murty’s Gopi diaries, Amar Chitra Katha story books & more.
• We saw Indian parents increasing inclination in premium baby care products growing +80% YoY. Baby lotions grew by +54% vs LY, while massage oils grew by +72% vs LY, reflecting a rising preference for traditional care practices blended with modern convenience
• Prime members enjoyed big savings on Fire TV Stick making it the second-most purchased product across Amazon.in this Prime Day.
• Prime members continued to make their lives easier with Alexa. Echo Pop and Echo Dot (5th Gen) were purchased 23x and 4x versus last year, respectively.
• Customers also showcased increased awareness towards hygiene & personal care wherein the men’s grooming category grew by 2.3x and feminine hygiene grew by 1.7x
• Overall consumer electronics and personal computing category saw 13% growth in sales compared to Prime Day 2023. During Prime Day, Intel Core Ultra powered Laptops saw an 18X growth in sales vs last Prime Day
• Apple iPads saw 23x growth in sales and Samsung Galaxy Tabs saw a surge of 17x in sales
• Within cameras, action cameras grew by +70% vs last Prime Day
• We also 37% growth in stationery products sold over last year’s Prime Day
• This Prime Day, Home, Kitchen, and Outdoors categories grew 45%+ vs last Prime Day. Strong growth was seen across all key business units like Kitchenware, Home Appliances, Electric vehicles, Home Décor, Sports, Outdoors, and Furniture.
• The strong growth in air fryers (1.65x) led by Agaro and Philips, and water purifiers (1.7x) led by Urban Company and Eureka Forbes, indicates a heightened consumer focus on healthier living and cooking.
• Similarly, a 1.5x YoY spike in treadmill sales, 2x growth in cycles, and 1.4x growth in badminton racket purchases point to customers’ growing commitment to a healthy and active lifestyle.
• Demand for convenient and efficient appliances is on the rise. The robust growth in robotic vacuums (2.75x) led by Dreame and Ecovacs, and in water heaters (1.35x) from Crompton, Bajaj, and V-Guard, underscores a rising need for appliances that simplify and automate household chores.
• Growing demand for two-wheelers online was seen.10x YoY growth in electric vehicles with 1.3 electric scooters (across Chetak, Vida, Green, etc.) sold every 2 minutes; launch of petrol motorcycles and scooters from Bajaj Auto and Hero MotoCorp across 20 cities and a wide range of smart car accessories (105-162% YoY) indicates rising consumer interest in two-wheeler and car-related products.
• India seems to be gearing up to get fitter every day and with style! Premium sports shoes category featuring brands like New Balance, Saucony, and Under Armour witnessed a 3X spike vs last Prime Day. Within handbags, trending handbags from D2C brands like Zouk, and Miraggio witnessed a 2X spike vs last Prime Day.

SMB

• More than 65% of small and medium businesses receiving a sale during Prime Day 2024 were from tier 2 & 3 cities and beyond.
• The Launchpad program, designed to support emerging brands and startups, saw over 440 unique businesses receiving a sale this Prime Day.
• Over 75,000 Local Shop sellers participated in Prime Day 2024, offering more than 12 million unique products to customers across the country.
• This Prime Day, Local Shops sellers on Amazon.in significantly expanded their two-wheeler offerings. They launched a wide range of petrol motorcycles across various brands, leading to nearly 2,000 two-wheeler units sold by offline retailers within the two days of the event.

Amazon Pay

• Prime Day 2024 spending on Amazon Pay ICICI bank credit card was 50% higher than Prime Day 2023
• Prime members booked over 50 million km of domestic & international flights during this Prime Day
• Prime members booked hotels and homestays across 2,000+ destinations during this Prime Day

Entertainment & More

• In the month leading up to Prime Day 2024, Prime Video premiered 15 series and movies across 5 languages with overwhelming response across the length and breadth of the country. Customers from 4,665 towns and cities tuned in to watch Prime Video’s Prime Day line-up. 
• The highly anticipated Mirzapur Season 3, a Prime Day 2024 release, became the most watched show ever on Prime Video in India. The new season featured in the Top 10 Trending lists on Prime Video in over 85 countries and territories worldwide on the launch weekend itself!
• Prime Video continued to make global entertainment more accessible for Indian customers with international Prime Day titles receiving viewership from over 98% of India’s pin codes.
• With viewers from over 200 countries and territories watching Indian titles that were released as part of Prime Day, Prime Video continued to be the global showcase for Indian stories.
• Prime members listened to music in over 100+ languages during Prime Day on Amazon Music. The most streamed song by Prime members was Akhiyaan Gulaab (From “Teri Baaton Mein Aisa Uljha Jiya”). The playlists most listened to by Prime members were 50 Most Played (India & Hindi), Ultimate Love Songs (Hindi) & Desi Vibes. Amazon Music launched exclusive Artist videos for Prime customers which included Artist Diaries featuring Jonita Gandhi, Armaan Malik, Devi Sri Prasad, and Vishal Mishra where Jonita Gandhi’s Artist Diaries quickly became the most watched video on Amazon Music. 4 exclusive Podcasts were also launched first on Amazon Music (Cyrus Says, Be A Man Yaar Season 2, Insta Love Season 2 & Darawani Daastanien) & Prime members streamed podcasts in Hindi, English and many more languages, where the most streamed podcasts were The Stories of Mahabharata and Desi Crime.

Every day made better with Prime 

Amazon Prime is designed to make your life better every single day as it provides the best of shopping, savings, and entertainment in one single membership. In India, members get free unlimited Same-Day delivery on 10 Lakhs products, and Next-Day delivery across 40 Lakhs products on Amazon.in, access to exclusive deals, early access to shopping events, exclusive access to Prime Day; and unlimited access to award-winning movies & TV shows with Prime Video, unlimited ad-free access to millions of songs in 20+ languages, 15+ million podcast episodes with Amazon Music, a free rotating selection of more than 3,000 books, magazines and comics with Prime Reading, access to monthly free in-game benefits with Prime Gaming. Prime members also earn unlimited 5% cashback on all purchases on Amazon.in using the Amazon Pay ICICI Bank credit card. Go to www.amazon.in/prime  to learn more about Prime.

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The study involved a global survey of over 2,500 companies spanning 12 industries and considered 38 digital commerce capabilities focusing on critical aspects like organization structure, technology architecture, analytics, payments, system integration, and desired outcomes. Evidence from the study indicates that personalization backed by data and analytics, a flexible foundational architecture, and tech- and business-centric combined leadership structure are important pegs for a successful digital commerce strategy.

Key highlights

• 90% of the respondents plan to adopt digital capabilities within the next two years, such as enabling e-commerce through websites and mobile apps, and implementing marketing, SEO, chatbots, and automated systems.
• As artificial intelligence (AI) progresses, automation is expected to revolutionize the digital commerce space, with nearly 80% of businesses planning to adopt different AI-driven capabilities, such as targeted and automated programmatic ad buying and immersive technology environments, in the coming years.
• 41% of companies have adopted a hybrid model, wherein they have centralized leadership involving both technology and business leaders and specialized digital commerce roles that are integrated into various business functions. Companies that have roles and responsibilities structured around products or value streams have a 50% higher likelihood of being at the forefront of rapid innovation and faster market entry.
• Over 90% of companies plan to adopt microservices-based and application programming interface (API)-first architectures that enable seamless third-party integrations and the flexibility of digital experiences with open stack capabilities.

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The study further revealed that Amazon (73%) is the preferred e-Commerce platform, followed by Flipkart (70%), Meesho (30%), JioMart (20%), and others. 63% of Amazon users report high satisfaction, followed by 52% for Flipkart and 46% for Reliance Digital. Interestingly, Amazon is favored by its users for its attractive prices (54%), easy return/exchange process (52%), brand trust (40%), and convenience of shopping across pin codes in India (38%). Over the past six months, 73% of consumers from both Tier II and Tier I cities have shopped at Amazon.

According to Prabhu Ram, Head- of Industry Intelligence Group, CyberMedia Research (CMR), “The wide range of choices, convenience, and comfort provided by eCommerce has empowered emerging young consumers in Aspirational India (Tier II, Tier III cities and beyond) to shop more online, and to fulfill their aspirations. Major players like Amazon and Flipkart, niche market players such as Meesho and others, and conglomerates like Tata and Reliance are fiercely competing in these markets. Our research emphasizes that Amazon, with its extensive and enduring presence across India, has the consumer trust and is their preferred choice.”

Also, two out of three consumers have spent up to INR 20,000 on online shopping in the past six months. Average spending on online purchases in the last 6 months by Tier II buyers (INR 20,100) is nearly on par with the online spending by Tier I buyers (INR 21,700).

About the Survey

The ‘CMR Consumer Aspirations and eCommerce in Bharat’ Survey covered 3006 consumers, across Delhi, Mumbai, Bangalore, Bhubaneswar, Nagpur, Coimbatore, Lucknow, and Guwahati.

For results based on a randomly chosen sample of this size, there is 99% confidence that the results have a statistical precision of plus or minus 3% of what they would be if the entire population had been surveyed.

About CMR

CMR offers industry intelligence, consulting, and marketing services, including but not limited to market tracking, market sizing, stakeholder satisfaction, analytics, and opportunity assessment studies.

A part of CyberMedia, South Asia’s largest specialty media and media services group, CyberMedia Research (CMR) has been a front-runner in market research, consulting, and advisory services since 1986. CMR is an institutional member of the Market Research Society of India (MRSI).

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INDIA: Criteo (Nasdaq: CRTO), the commerce media company, today announced the launch of Commerce Grid, a first-of-its-kind supply-side platform (SSP) purpose-built for agencies and publishers looking to efficiently connect media and commerce with programmatic.

Commerce Grid differentiates itself from other SSPs by bringing Criteo’s proprietary Commerce Audiences to both buyers and sellers on the supply side for the first time. When packaged with premium inventory, ad buyers can target these audiences—built from Criteo’s leading AI technology that analyzes billions of real-time commerce signals—through their preferred demand-side platform (DSP) to engage with potential customers across all channels, devices, and stages of their shopping journey. Publishers also gain access to other Criteo assets, including shoppable formats and commerce insights.

According to McKinsey, commerce media has the potential to generate over $1.3 trillion of enterprise value in the United States alone by 2026, with $50 billion up for grabs by publishers.

“Commerce Grid is another milestone in our transformational roadmap, enabling our existing and future clients to engage in the massive commerce media opportunity,” said Brian Gleason, Chief Revenue Officer at Criteo. “While publishers recognize the opportunity, they’ve also struggled to find a clear path on how to access commerce budgets and buyers. With Commerce Grid, we’re able to connect them directly to commerce demand and opportunities, while giving agencies and brands the flexibility to access desired commerce segments, coupled with premium supply, through their preferred demand platforms.” 

Connecting Agencies with Premium Audiences to Drive Commerce Outcomes

Omnicom Media Group (OMG), the media services division of leading global marketing and corporate communications company Omnicom Group Inc. (NYSE: OMC), served as an exclusive agency partner for the launch.

“Commerce Grid marks a significant step forward for the industry by enabling both flexibility and performance,” said Megan Pagliuca, Chief Activation Officer at OMG. “This gives us a new opportunity to find and reach the right audiences by leveraging existing buying systems and workflows to deliver superior commerce outcomes for our clients.”

Enriching Inventory to Drive Yield for Premium Publishers

For publishers, Commerce Grid provides a market-first opportunity to leverage Criteo’s powerful commerce insights to enhance the value and relevance of their inventory to attract growing commerce ad dollars. Commerce Grid also empowers publishers with robust commerce tools and insights to enhance ad offerings and inform content strategy to support existing commerce efforts and maximize overall revenue.

Commerce Grid is a part of Criteo’s Commerce Media Platform solution suite for clients, accelerated by the company’s strategic acquisition of IPONWEB in 2022. The platform brings together IPONWEB’s The MediaGrid SSP with Criteo’s legacy Direct Bidder solution. It’s currently available in the U.S. with additional global markets, features, and functionalities to be rolled out in the coming months.

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BENGALURU: Flipkart, India’s homegrown e-commerce marketplace, today announced a strategic partnership with Polygon Companies, a developer of the leading Ethereum scaling protocol offering scalable, affordable, secure, and sustainable blockchains for Web3. The partnership will result in the setting up of a Blockchain-eCommerce Centre of Excellence (CoE) that will work on research and development of Web3 and metaverse commerce use cases in India to accelerate the adoption of Web3.

This partnership comes amidst Flipkart’s many excursions in Web3 in recent times. Earlier this year, Flipkart announced Flipkart Labs, the innovation wing, to incubate various solutions to bring innovation to the e-commerce scene in India. With Labs, Flipkart ventured into Web3 and Metaverse commerce to explore NFTs, Virtual Immersive stores, and other Blockchain-related use cases. Since then, Flipkart has launched FireDrops, an easy-to-use NFT platform for brands to explore new horizons of community building and pivot the value of NFTs around utilities. During the festive sale, Flipkart also partnered with eDAO to launch a virtual shopping experience in the metaverse – called Flipverse. Flipverse enabled brands to organize unique product launches and create engaging experiences for users within a hyper-realistic, game-like environment.

Jeyandran Venugopal, Chief Product and Technology Officer, Flipkart, stated, “Innovation is one of the main pillars for Flipkart and we have consistently worked towards technology solutions to scale new frontiers and introduce new products and services. We are delighted to partner with Polygon, a company that is at the forefront of blockchain innovation, nationally and internationally. With the COE, we look forward to working with them and leveraging their expertise and technical know-how to successfully onboard users not just to the value proposition of Web3 or Metaverse commerce but also Web3 in general.”

Commenting on the partnership, Naren Ravula, VP, Head of Product Strategy at Flipkart and Head of Flipkart Labs, said, “Our partnership with Polygon exhibits our technology-driven mindset with an endeavor to transform the shopping experiences for millions of users and redefine the future of commerce, consumption, and value creation. The partnership brings expertise from the world of e-commerce and Blockchain and lays the foundation for innovation at a protocol, platform, and product-level for decentralized e-commerce in India, especially through brand collaborations and initiatives like 3D storefronts, novel NFT drop mechanisms, trustless standards for commerce, on-chain loyalty, and play-to-earn experiences. We look forward to continuing our work with Polygon and adding value to the e-commerce ecosystem by creating opportunities for innovative interactions with customers.”

Sandeep Nailwal, Co-Founder of Polygon says, “We are excited to partner with Flipkart to create the Centre of Excellence. Polygon’s mission is to bring the next billion users to Web3 and this partnership will pioneer research and development at the intersection of Web3 and experiential retail which will advance adoption and impact in India and across the world. We see the Blockchain-eCommerce Centre of Excellence as an engine for the evolution of e-commerce in the years to come.”

Web3 is an idea for a new iteration of the World Wide Web which incorporates concepts such as decentralization, blockchain technologies, and token-based economics, especially the realm of NFTs and digital collectibles, which have evolved significantly in recent years, with brands finding new avenues to create value for themselves and their users. However, it’s still in its early days and decentralized technologies are yet to become more mainstream. This partnership between one of India’s leading digital commerce entities and the leading Ethereum scaling protocol will be an opportunity to create a large impact and deliver on the promise of Web3 for all.

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INDIA: Criteo, the commerce media company, today announced the success story with Swiggy, a leading on-demand convenience platform, on successfully increasing their market share by acquiring new customers at the lowest cost per app install through a combination of acquisition tactics. Criteo helped to target the right audience and implement an effective media mix at an efficient cost per conversion. Swiggy successfully increased the number of food orders on their app while maintaining a low cost per customer acquisition and cost per order.

To meet Swiggy’s acquisition goals, Criteo helped to launch a customer growth strategy that would reach in-market audiences throughout densely populated urban areas, resulting in a higher number of new users at an efficient cost per conversion. As a result, Swiggy was able to effectively achieve its customer growth goals by boosting its new customer base by 142% between Q3 of 2021 and Q2 of 2022. The number of app installs also increased by 121%.

Apurva Salian, Director at Swiggy, said, “At Swiggy, growth plays a very important role, and Criteo has been a collaborative partner who is at the forefront of solving our business problems across remarketing, customer acquisition, and retention through scalable and efficient campaigns. Criteo contributed to 17% of all app installs and 16% of first orders, and we achieved a lower cost per first order with Criteo when compared to other marketing channels.”

On the campaign’s success, Taranjeet Singh, Managing Director, SEA and India, Criteo, said, “Today, Criteo is powering the world’s advertisers to effectively acquire a high-intent audience on the open internet by integrating first-party data into full-funnel marketing solutions. We are pleased that Swiggy successfully drove customer growth by utilizing a combination of acquisition tactics by Criteo.“

Through a combination of acquisition tactics – including targeting predefined audiences, engaging high-intent lookalike audiences, and launching adaptive creative ad solutions – Criteo helped Swiggy effectively reach new users with a strong likelihood of making a purchase. Swiggy was also able to integrate Criteo’s AI-powered Dynamic Creative Optimization into their app install campaigns on the Criteo platform, driving new users to make their first online orders via the Swiggy app.

As a result of the campaign’s success, Swiggy and Criteo began to work together to also launch customer retention campaigns that target inactive customers and encourage repeat purchases at an efficient cost per session.

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In line with Meesho’s mission to democratize internet commerce for everyone, the integration will fuel the discoverability of products for consumers while creating a wider market for hyperlocal suppliers. The pilot will first be launched in Bangalore and gradually rolled out in other locations over the coming months.

With 80% of Meesho’s 14 crore annual transacting customers coming from Tier 2+ cities, the company has been instrumental in boosting access for underserved users across the country. More than 8 lakh sellers are currently registered on the platform, of which ~40% are from Tier 2 cities and beyond. Meesho has always focused on making e-commerce more inclusive and the integration with ONDC will amplify the company’s efforts in that direction.

Vidit Aatrey, Founder and CEO, of Meesho, said, “With a shared goal to empower small sellers and give a fillip to hyperlocal businesses, the integration will boost our efforts to democratize internet commerce for everyone. ONDC will also play an important role in expanding India’s e-commerce sector by bringing more consumers online. We have been working closely with ONDC to ensure that the integration is smooth and the user experience remains seamless.”

T Koshy, Chief Executive Officer at Open Network for Digital Commerce (ONDC) commented, “At ONDC, our aim is to create an open e-commerce ecosystem that caters to one and all. We are pleased to onboard Meesho as its deep capabilities in small towns will set the network flywheel in motion and take ONDC closer to our goals. E-commerce is still small in India and new-age platforms like Meesho will be strong network participants for ONDC in this journey.”

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