Small towns outpace tier-1 cities for shopping as Covid pushes e-commerce

The last quarter of 2020 saw e-commerce grow by 36 per cent and 30 per cent year-over-year in terms of order volume and GMV (gross merchandise value) respectively, according to a report by Unicommerce and Kearney. The average order value declined by 5 per cent in Q4-2020 as compared to the same period last year.

In 2020, the Covid-19 pandemic affected industries across sectors. E-commerce as an industry saw a significant uptick in demand during these times. Moreover, the last quarter was extremely interesting, as it showed the real reflection of changing consumer behaviour, and highlighted the actual shift to online shopping even after the lockdown was lifted.