Consumers are increasingly turning to e-commerce and quick-commerce platforms for jewellery, precious metals and two-wheelers this festive season, with demand extending beyond metros to smaller cities, according to early trends shared by Amazon India and Swiggy Instamart and reported by The Hindu BusinessLine on Tuesday (November 3). The figures are the platforms' own reported trends, not official trade data.

Source: The Hindu BusinessLine

Amazon India said fashion jewellery shoppers grew over 50 per cent year-on-year during the festive season, while first-time jewellery buyers increased by more than 20 per cent. Gold remained the preferred choice, Amazon said, with purchases of gold rings rising over 35 per cent, earrings nearly 30 per cent and neckwear 25 per cent.

Gold coins on quick commerce

Instamart said Bengaluru leads gold and silver purchases on its platform, followed by Mumbai, Hyderabad, Ahmedabad and Lucknow, and that one Bengaluru customer purchased gold worth Rs 2,52,459 in a single day, including five 50-gram silver bars and several gold coins. Ahead of Dhanteras, Instamart has partnered with Kalyan Jewellers to offer the jeweller's gold coins — including 0.1-gram denominations — through its sellers, the company said.

Source: Instamart-Kalyan Jewellers announcement

Two-wheelers and the non-metro push

Beyond precious metals, Amazon reported a sixfold increase in two-wheeler sales during its Great Indian Festival compared with the average-day pace, with electric two-wheeler sales growing eightfold and more than 60 per cent of overall purchases coming from non-metro markets — a sign, the platforms say, that festive online demand is no longer a metro-only story. Dhanteras, the first day of the Diwali festival, is traditionally considered auspicious for buying gold and silver.