Online Diwali Shopper Behaviour 2023

Scale

An estimated 86.1% of our 16+ yrs internet audience shopped in the Festive Diwali Month in 2023. Not surprising with consumers preferring the convenience and accessibility of shopping online and the e-comm platforms and retailers rolling out  promotional campaigns, deals & discounts during Diwali encouraging consumers to make online purchases.

Wish Lists

The first thing we noticed is the Importance of wish-lists. It’s estimated that 98.5% of Diwali shoppers online made a wish-list before purchase. Not surprisingly 86% used the traditional e-comm platform’s wish-list/or added to cart to wish-list. What’s noteworthy is that a substantial 34.2% used social media tools like Instagram shopping tags.

Conversions

The speed of conversion e.g. wish-list to purchase is also good. 93% bought within 2 weeks of adding a product to their wish-list. A reasonably high 68.2% of abandoned the purchase within 2 weeks of adding to cart?

Shopper behaviour insights

More interesting than these numbers are the Reasons behind these behaviours as answer to these questions should we hope help you plan your e-comm strategy better for upcoming festive season.