E-groceries, fresh-food get festival season boost from tier-2 & 3 cities

The fresh-food category, witnessed a surge in demand, especially from tier-2 and -3 cities

Electronics, apparel and jewellery are the obvious buys in a festival season. However, the fast growing fresh-food category witnessed a surge in demand, especially from Tier-2 and -3 cities, during the ongong e-commerce festival sales.
 

Amazon India's online grocery segment, Amazon Fresh, witnessed this trend. The segment saw grocery being one of its fastest-growing categories. According to the company, more than 50 per cent of new Amazon Fresh customers have come from tier 2, tier 3, and smaller towns in the past two years.

The e-commerce giant in November last year announced that it had completed the integration of its