Online sales in India show 67% growth in the second quarter

Since the start of the second quarter, the entire work-life routine has returned to normal, thus driving strong demand for goods and services across different categories and segments. Advertisers witnessed a significant shift in customer buying behaviors and habits, resulting in increased sales compared to the previous quarter. According to Admitad stats, online brands are betting more than ever on the CPA market as a potential revenue stream, posting an impressive 67% growth in partner sales GMV quarter over quarter.

Croma, Samsung India, ClearTrip, and Magzter are some of the branded affiliate programs that performed well in terms of order counts, making them the best campaigns in Q2.

E-commerce dominated the segment with ‘Clothing, Footwear & Accessories’, ‘Appliances & Electronics’ and ‘Personal Care & Pharmacy’ as the top 3 categories contributing 55%, 20% and 19% respectively.

Online services took second place, where ‘Online meal delivery’, ‘Event tickets and entertainment’, ‘Movies and music’ and telecommunication services contributed significantly to the growth.

The financial services segment secured third place with investments, credit services, deposits and insurance as the best performing categories contributing 48%, 23%, 12% and 9% respectively.

Finally, building on this momentum, the travel segment continued to show significant growth this quarter, where hotel and flight bookings contributed 60% and 22% respectively.

Neha Kulwal, Country Manager, Admitad India said, “The second quarter went well for the online brands as well as for us. With our expansion into various business units and working with brands across all segments, we aimed to exceed our quarterly targets for this quarter and I am pleased to share that we have achieved this major milestone. Speaking of traffic sources, coupons, social media, and messengers are the traffic sources that saw significant growth in the second quarter. As we enter the second half of 2022, we look forward to collaborating with more brands online, delivering value, growth and achieving our business goals.

Certain types of traffic were particularly effective in Q2:

With the good performance of online brands in the first 2 quarters and the upcoming holiday season sales, which will start in India next month, revenues are expected to continue to increase. This period of additional customer activity will encourage advertisers to provide various offers and increase user engagement. Additionally, it will be interesting to see how marketers adapt to these offers and engage with their niche audience for promotion.


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David A. Albanese