E-shopping sales for Diwali, this year, is being preferred as it has already registered a growth of 40 per cent.

It is expected to register a growth of 130 per cent to carry forward business volumes of consumer durable goods to Rs 575 crore as net users are opting for commissioning of their purchase orders by staying indoors in view of security and convenience factors.

The consumer goods industry sold products worth Rs 250 crore in the last Diwali season through e-shopping, in which nearly 18-20 lakh consumers took part and used the Internet for execution of their sales orders in large cities including those of metros, a study by ASSCHAM reveals. The number of total net user in the last year was estimated at five crore.

As per ASSOCHAM estimates, this year’s Diwali is likely to witness more than 30 lakh consumers participating and taking advantages of internet for e-shopping as it provides for convenience as well as easier accessibility.

On top of this, a large number of consumers are increasingly foreseeing security threats and avoiding movement in prominent markets and would prefer staying indoors in getting their purchase orders executed through the channel.

The articles that are likely to be shopped intensively during Diwali would include electronic items, gift articles, idols of gods and goddesses, sweets, flowers, clothes and jewellry and diamonds.

During normal months, 85 per cent of the orders are self purchases but during festivals like Diwali and Rakhi, the orders increase to over 95 per cent.

Electronic goods

In the coming Diwali, the electronics goods that would witness large sales volumes would be like MP3 players, Tata-Sky satellite TV systems, Kitchen appliances and silk.

Online shopping destination, that have put up Diwali sale, also include handsets, accessories, stamps, mobile accessories and PC games, the study reveals.

While Mumbai, Delhi and Bangalore top the charts, cities like Lucknow rank high in the beauty products category and Ahmedabad for toys.

Jaipur seems to be buying books, movies and home tools online; Nasik logs in for apparel and Trichy for food products, the study shows.

Stating that e-commerce is growing at a rapid pace in India, the ASSOCHAM study notes that as per the latest findings, e-commerce turnover was estimated at Rs 2,200 crore in 2006-07 and is expected to increase almost 150 per cent to Rs 5,500 crore in 2007-08.