Online Diwali shopping is booming: Study

New Delhi: A growing number of shoppers prefer to shop online during Diwali season, a survey conducted by the Associated Chambers of Commerce and Industry of India (ASSOCHAM) said Wednesday.

"The most popular articles during Diwali include electronic items, gift articles, idols of gods and goddesses, sweets, flowers, clothes & jewellery and diamonds," said D.S. Rawat, secretary general, ASSOCHAM.

The number of shoppers, as well as the revenue generated, is expected to increase as well.

While about 40 lakh people logged on the net in 2007 for their Diwali shopping, and bought goods worth Rs.575 crore, the number is expected to rise to 1 crore shoppers this year, with a projected revenue of Rs.2,200 crore.

The e-shoppers are multiplying rapidly because of factors like home delivery, convenience and wide variety of products, Rawat said.

The survey also mapped the most prolific e-shopping communities.

Gujaratis are leading the pack of online shoppers, followed by Maharashtrians, Sindhis and Punjabis. The percentage of South Indian shoppers is comparable to their Punjabi counterparts.

Enthused by the increasing numbers, many online retailers have announced exclusive Diwali deals.

Companies like Rediff, Sify, Indiaplaza and Indiatimes have launched special shopping stores, and are enticing online buyers with gift vouchers and discounts, the survey said.

The boom is not restricted to metros alone.

Tier-II cities like Lucknow, Ahmedabad, Jaipur, among others, have also taken to online shopping, the survey says.

"The online shopping trend is increasing because the consumers and retailers both desire safe, simple and comprehensive shopping," added Rawat.

Around 3,000 people were surveyed in both metros and tier-II cities for the study.


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