cosmetics brands: Purplle sees 70% growth in active users while Nykaa rises to 50%: Bobble AI report

Beauty player Purplle has taken a piece of the pie this festive season, conversation media platform Bobble AI revealed in a report on Tuesday.

Nykaa, which had a successful listing on exchanges, recently saw 50% growth in active users as opposed to Purplle which saw 70% growth in active users during the 2021 shopping festival.

Bobble AI added that with a common user base of 15% in 2020, Purplle now sits at 17% in 2021.

“Holiday season trends indicate healthy and rapidly changing competition in the e-commerce market. As the holiday season draws to a close, it’s exciting to anticipate how the competition will evolve in 2022. With India’s e-commerce market “to reach $120 billion by 2025, the future looks bright. Hypergrowth is definitely on the horizon for the segment, and based on Bobble AI’s findings, brands are poised to seize growth opportunities,” the company said in a statement.

Further, he said while Tier 1 cities are dominating the fashion festival numbers, transactions in Tier 2 cities like Jaipur, Guwahati, Lucknow, Kochi, Mysore and Bhubaneswar are at an all-time high – up by 82% compared to the previous year. .

The report suggests that e-commerce in India has seen a 77% increase between 2020 and 2021, with Tier 2 and Tier 3 cities transacting more than ever. The report is based on data from more than 50 million smartphone users (in more than 640 Indian cities) treated with privacy, the platform said in a statement.

The majority of consumers are between 26 and 35 years old, or 37%, and between 18 and 25 years old, 26%, with 72% of men and 28% of women.

According to the data intelligence firm’s survey on the state of e-commerce in India, which was conducted on levels 1, 2 and 3, the use of beauty e-commerce applications increased by 64% , while fashion e-commerce grew 368% over the past year. The holiday season has only skyrocketed both areas of e-commerce, with at least two transactions made by shopaholics during the fashion holidays.

“India’s fashion e-commerce industry has shifted from ‘Monopoly’ to ‘Ludo’. Fashion giant Myntra has faced fierce competition from fellow competitors Meesho, Ajio and TataCliq. While nearly 46% of all transactions belonged to Myntra during the holiday season of 2020, Ajio made about 69% of all transactions in 2021. The share of assets of Myntra users, also using Meesho, Ajio and TataCliq, also increased significantly, indicating how users are exploring multiple options this year,” the company said.

Flipkart’s active user base grew by 83% during the 2021 online shopping festival, compared to Amazon’s 72%. Bobble AI said that despite Flipkart’s dominance in terms of engagement metrics such as search frequency and active sessions, Amazon was winning in terms of transactions and significantly lower average session durations.

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