Online Indian mass consumers usually have an annual household income of between Rs 2.5 lakh and Rs 10 lakh, the report added. About a third of such users are also under the age of 25.
About 80% of these shoppers come from beyond tier 2 towns, while users beyond tier 4 towns are the most frequent repeat shoppers, across categories such as women’s fashion, footwear, and baby care products. States like Uttar Pradesh and Bihar are leading ecommerce growth in this segment.
Categories like beauty and personal care (BPC), electronics, home and kitchen, and health and fitness have performed strongly among these customers, the report added. For Meesho, categories like books, office supplies and stationary, and home improvement saw sales more than double on a year-on-year basis, it said.
On August 7, ET reported that two-thirds of fashion consumption came from outside the top 50 cities, with such purchases set to drive up online lifestyle penetration up from 13% currently to 18-22% by 2028, as per a joint report by management consulting firm Bain & Company and fashion marketplace Myntra.
Last week, Meesho appointed four new independent directors to its board. The firm had closed a $275-million funding round in a mix of primary funding and secondary share sale, ET reported on May 11. The funding was the first tranche of a larger $600-million round.
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