NEW DELHI: Affiliate network Admitad India has witnessed high volumes of online purchases to the tune of 17 crores during the Diwali period. Indians are known to be festival shoppers, and the trend has continued even during the post-Covid2019 scenario. Over the years, several brands have taken to affiliate marketing to market their products using various avenues. Admitad India has contributed on this front, by driving transactions through its network of publishers using various promotional channels. 

The affiliate channel has been instrumental in facilitating online transactions across several categories through aggressive promotions via multiple traffic sources such as coupons, cashback offers, e-mailers, instant messaging, push notifications, browser extensions and more.

In terms of orders across all categories, the net pre-Diwali orders through Admitad’s affiliate channels stood around 67,000 orders, whereas the festive period recorded almost 1,00,000 and sales worth Rs 17 crore. It indicates the extent to which festive season traffic has converted into sales on e-commerce platforms. The interesting trend being that cashback, social media links, email marketing, and coupon options accounted for the highest orders out of the lot. 

Admitad’s observations show that consumers have invested significantly in digital and household equipment like mobile devices, televisions, home audio systems, large appliances etc, which witnessed the biggest hike in sales during the festival time. The sale amount under this category almost doubled, recording Rs 9.6 crores as compared to a little over Rs 5 crore during the week before Diwali. 

Festival time in India means families indulging in new clothing and gifting friends and relatives, which is evident from the buying patterns of customers during this Diwali week. Even in the apparels segment, the Diwali period registered a 20 per cent increase in the number of orders, with the sales achieving close to Rs 2.08 crores as compared to Rs 1.72 crores during the pre-Diwali week. According to Admitad's analysis, there has been a 31 per cent increase in the gifts & flowers category i.e. garnering more than Rs 15 lakh during the Diwali week, as compared to Rs 10.68 lakh pre-Diwali. 

Admitad India country manager Neha Kulwal said, “Since affiliate networks are focused on promoting coupons, deals and offers it makes them all the more effective during these sale events. Traditionally, It’s the peak time when individuals buy a lot of products in India. As the retailers & e-tailers allow attractive discounts and deals, people tend to buy more during this period of time. Affiliate networks are therefore well positioned to deliver their best results during festivals and this is a great way to showcase their effectiveness.”