Online sales of baby care products in cities 2 and 3 increased by 30 percent in FY24: Unicommerce

Users in tier 2 and tier 3 cities in India are increasingly turning to online platforms to fulfill their requirements for baby care products such as wet wipes, cotton diapers, eco-friendly detergents, soft toys, gloves and rompers, among others. Data analyzed by Unicommerce shows that order volumes for baby care products in FY24 increased by 30% compared to FY23 order volumes in India’s Tier 2 and Tier 3 cities. Both marketplaces and brand websites saw growth volumes, by 34% and 21% YoY, respectively, in order volume growth in FY2024.

Other products that were in high demand in these regions included bodysuits, feeding spoons, diapers, pants, tops and T-shirts. This growth can be attributed to several reasons, including greater choice, growing awareness of these types of products, ease of access and greater use of technology by brands in this segment to connect with customers.

As people become more and more demanding for sustainable and innovative baby products, brands are now offering eco-friendly, personalized and organic products to meet the changing needs of consumers. Unicommerce works with some of the leading baby care brands in the country, including brands such as Chicco, Superbottoms, Mi Arcus, R For Rabbit and The Mom Store, among others.

Highlighting the growing spirit of e-commerce in the country, Kapil Makhija, MD and CEO, Unicommerce said, “E-commerce continues to make deep inroads into smaller cities and consumers are now enjoying its presence in these parts. We’re seeing new categories like child care grow thanks to e-commerce. This provides a convenient gateway for traditional and newer brands to tap into these markets. We’re committed to helping brands anchor their locations in these parts with our flexible technology platform.