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Every second shopper in the Online space is a new shopper: Nielsen

Nielsen Launches E-Analytics, a measurement solution that gives a view of the online shopper that is both holistic and granular

Bengaluru- Dec. 19, 2019: While mobiles continue to enjoy a larger share of online sales (48% contribution), online shoppers in India are increasingly buying fashion. This also includes apparel, footwear, luggage and accessories (value contribution 16%) and within this men’s clothing at 58% is the highest contributor, with women’s at 36%. FMCG vs other categories has the highest volume of orders (56%).

These are insights from Nielsen’s recently launched E- Analytics solution – India’s first solution that passively captures digital shoppers behaviour through an opt-in panel of 190K internet users spread across 52 cities (>10 lakh population cities). The solution provides a holistic and granular view of the online shopper and helps to measure consumer behaviour across E-commerce platforms with speed and accuracy at scale.

Announcing the launch of E- Analytics, Prasun Basu, South Asia Zone President, Nielsen Global Connect, said, Digital Retail has caused a paradigm shift when it comes to shopper trends amongst Indian consumers in the last decade. Every second person on the channel is a new shopper, and it is imperative for brand managers and marketers to get actionable insights into online shoppers. I am extremely thrilled for Nielsen to launch the E-Analytics solution that will help provide insights with greater velocity and accuracy at scale – to help in efficient decision making.” 

Kunal Gupta, Head E-Commerce, Nielsen, South Asia said The E-Commerce channel is seen as a critical channel for the consumer, and is an extension of brick or mortar retail. There is a phenomenon of ‘prime time’ that is apparent in digital shopper today; with 23% sales happening between 8 pm-11 pm and a third of the sales coming through the course of the night. This reinforces the consumer’s quest for convenience with anytime anywhere access to the shopping cart.

A.J.R Vasu, Executive Director, Sales Effectiveness, Nielsen, South Asia said The E-Analytics solution gives us access to granular data that highlights the relationship between the shopper and the channel. The online shopper in Top 8 metros is expanding their basket including FMCG, home decor and electronics – evidence of an evolving relationship with the channel. Consumers in Tier 1 cities continue to use mobile phones as an entry point to the channel with half of the contribution coming from the category. (Where Top 8 Metros are greater than 50 lakh population metros and Tier 1 cities are 10-50 lakh population cities.)

Within the Fashion category – clothing contributes more than half (51%); and within this, men’s clothing comes ahead at 58%, with women’s at 36%.

Online shoppers anticipate and hold back their spending for the sale periods (from the 28th of September to 25th of October). More than 84% of sales came from this period of ‘Big Day sales’ as against just 16% during non-sales days, complementing India’s festival season. Within this, high ticket categories such as electronics, large appliances, and home decor saw a 3-4X jump in sales. 

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media, the arbiter of truth for media markets, provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow.

Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge.

An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit


Nielsen India

Tarini Mathur Kaul