COVID-19 has accelerated the shift to online shopping, and this shift persists across categories as consumers continue to keep their out-of-home engagement low to curb the spread of the virus.
Digital-first brands leading the way, , and has been phenomenal and took the industry by storm. This has also influenced traditional FMCG giants and personal care brands to invest heavily towards developing their own website in an attempt to build customer loyalty.
As the number of digital-first and D2C brands continue to rise in India, the ecommerce industry is witnessing the emerging Thrasio style model in India. A lot of new companies have emerged in the last year with a similar model and they are looking to acquire these Digital-first and D2C brands of India.