However, the average order value declined by 5 per cent in Q4 2020 as compared to same period last year, said the report by Unicommerce, an e-commerce focused supply-chain software-as-a-service (SaaS) technology platform, and global management consulting firm Kearney.
Tier 2 and Tier 3 cities accounted for a 90 per cent YoY incremental volume and value growth.
Interestingly, brand websites reported 94 per cent volume growth in Q4 2020 as compared to same period last year.
“The e-commerce industry has emerged as the backbone of the retail industry and small and big players have realised the immense potential that e-commerce holds,” Kapil Makhija, CEO, Unicommerce, said in a statement.
“The e-commerce volume growth continued to accelerate in the last quarter of the pandemic hit year.”
The report showed that FMCG and pharma as a category reported growth of 92 per cent on the brand website and 62 per cent growth on the marketplaces.