The city streets are not the only place this Diwali that are chock-a-block with traffic. E-commerce sites are bustling with online traffic as many shoppers have switched to buying gifts, jewellery, candles, firecrackers and treats online.
Seema Goyal, a housewife, says: “Last Diwali I had to wait for my husband to return from office before going out to shop and visit relatives. We would be stuck in traffic for hours and the children would get cranky. This time I have shopped online for gifts and also plan to make my Dhanteras purchase online.”
Seema adds that she shopped for gifts on a site that sells quirky lamps made by a student studying design so that her purchases are unique and not something produced in bulk and sold at Diwali melas across the city.
This season a new entrant to the world of e-commerce seems to be online jewellery stores that have come out with special discounts and collections to lure customers who don’t want to stand in queues to make purchases on Dhanteras.
Calvin John, the vice president of marketing, caratlane.com, says compared to last year business has grown by almost five times in the month of October.
“Across the world more expensive goods start getting sold online later. People first test the waters with tickets, clothes, slowly move to electronics and finally get comfortable enough to make planned purchases like jewellery online,” says Calvin explaining why the trend of buying jewellery online only started recently.
He adds that people who look online for jewellery are those who want to pick up items that they can wear for a party or match with what they wear to work.
Traditional sellers are more interested in catering to people with deep pockets and those shopping for a wedding.
Mani Singh Deo, general manager of Apranje Jewellers, says e-commerce has definitely picked up, more so in the past two years, and it is not only popular with net savvy customers but surprisingly vendors and manufactures in the very traditional industry seem to be open to the idea which is a very positive sign.
However, Mr. Deo adds that although the trend is here to stay jewellery sold online are mass produced items and websites generally have the mould ready and make the piece only when the order is confirmed. This brings down the inventory costs.
Apart from buying gifts and shopping for Dhanteras, people are also turning to online sites like broomberg.com where you can book a professional cleaning service to do extensive cleaning before Diwali. They specialise in disinfecting mattresses and also steam clean furniture apart from routine cleaning. Samrat Goyal, the founder of the website, says Diwali is a particular busy period for them as many people are decking their houses up to throw parties and also clean up after the painters and carpenters leave the house in a mess.
Aditi Bhalla says this Diwali she actually enjoyed the weekend before the festival as she booked gifts online and got them delivered. “Convenience is what the online world has brought in,” she adds.
