Digital Shelf Analytics

How Ecommerce Analytics Helps Hypermarkets Compete with Quick Commerce Using Pricing Intelligence

Blog, Digital Shelf Analytics / mFilterIt Experts

We have all seen the shift in shopping behaviour. The convenience of quick commerce and 10-minute delivery has changed everything about grocery and daily essential shopping. Today, a consumer can stand right outside a hyperlocal store and still check out three other platforms for prices before deciding whether to buy from here or order online instead. The competition is no longer about who has the biggest store and best assortments available. It is now about who has the best convenience, discounts, and prices available. This is the level of competition hyperlocal markets are facing in 2026. Hence, the challenge. For hyperlocal markets, the challenge is not that quick commerce exists. It is that prices, promotions, stock, and demand on these platforms change multiple times a day. And most retailers lack visibility and have no continuous way to monitor this. This is the gap that ecommerce analytics fills. Continue reading further to know how. What is Fueling the Growth of Quick Commerce Brands in 2026 Before we move forward with understanding how ecommerce analytics helps. It is important to know the growth factors behind quick commerce growth so that hypermarket brands know exactly what to solve and why old pricing habits don’t work anymore. Shoppers increasingly expect essentials within minutes, not days. Checking three or four apps for the best price now takes seconds, not effort. With expansion into smaller cities, regional retailers now face the same pressure as city retailers. Platforms adjust prices continuously based on demand, competitor moves, and inventory levels. Two shoppers can see two different prices for the same product, based on their own app behaviour Why Manual Pricing Strategies Don’t Work for Hyperlocal Markets Anymore Most hypermarkets still price the way they did a decade ago: A weekly market visit Manual competitor check A spreadsheet update A monthly promotional review This worked when prices moved slowly, and competitors were other physical stores. Now, without real-time market visibility, retailers often face: Lost sales due to higher prices than competitors Reduced margins from unnecessary discounting Limited understanding of market pricing trends Difficulty responding to competitor promotions and price changes This is where pricing intelligence helps. Instead of asking, “What price is my competitor offering today?”, retailers can answer far more strategic questions, such as: Which high-volume SKUs are consistently priced above competitors? Which categories are becoming increasingly price-sensitive? Are competitor discounts temporary campaigns or long-term pricing changes? Which products can maintain current pricing without affecting customer demand? Where should pricing be adjusted to improve competitiveness while protecting margins? These insights help hyperlocal brands make targeted pricing decisions rather than just reacting to fluctuations. How Ecommerce Analytics and Pricing Intelligence Make Informed Pricing Decisions Pricing decisions are not a one-time audit. Here’s how the process works in a continuous loop to ensure better outcomes everyday: Collect – Capture pricing across every platform, every day The process starts with systematically scanning competitor apps like Blinkit, Zepto, Instamart, Big Basket, multiple times a day, across every relevant category from grocery and dairy to fresh produce and household essentials. This is where most manual efforts fail. A person checking prices once a week is comparing against a market that has already moved dozens of times since the last check. Automated, near-real-time collection closes that gap. Normalize – Make sure you’re comparing the same product Raw pricing data is messy. The same product can appear under different names, in different pack sizes, or wrapped inside a promotional bundle on each platform. Before any comparison is meaningful, this data has to be cleaned and matched product-to-product; otherwise, a 500g pack ends up compared against a 1kg pack, and every insight downstream is wrong. This normalization step is what separates real pricing intelligence from a raw price scrape. Benchmark – See where you actually stand Once products are matched correctly, pricing gets compared at the level that matters for a decision: SKU-by-SKU, category-by-category, and city-by-city, including active discounts and promotional pricing. A hypermarket chain can then see, for instance, that it’s priced competitively in Mumbai but consistently overpriced on the same SKUs in Pune, a gap a single national price list would completely hide. Generate insight – Turn numbers into decisions, not just data Raw comparisons become useful only when they’re translated into action: which products are overpriced, which are underpriced and leaving margin on the table, where a competitor’s promotion creates a short-term opportunity, and where a competitor going out of stock opens a window to capture demand. This is the layer where dashboards and alerts replace spreadsheets, surfacing what pricing teams need to know instead of burying it in raw numbers. Decide faster – Close the gap between insight and action The final step is speed. Insight generated a day too late is close to worthless in a market where competitor prices shift multiple times within the same day. The value of the entire process is measured by how quickly a pricing team can go from “the market moved” to “we’ve responded”, and that’s the gap ecommerce intelligence tools are built to close, by compressing days of manual tracking into a same-day, continuously refreshed pricing feed. Looking Beyond Price: What Ecommerce Analytics Actually Reveals A mature pricing intelligence practice goes further than a daily price list. It benchmarks overall market positioning. Tracks discount patterns rather than one-off offers Flags which categories a competitor is pricing aggressively. Surfaces regional price differences in real-time. Monitors out of stock and product availability, SKUs proactively. These windows help hypermarkets capture demand they wouldn’t normally get, but only if someone is watching for it continuously. How mFilterIt Helped a Hypermarket Brand with Pricing Intelligence A leading hypermarket in Mumbai noticed declining sales in high-volume FMCG categories and initially assumed it was falling footfall or shifting customer preferences. Using ecommerce intelligence tool by mFilterIt, the retailer identified that several high-volume SKUs were priced slightly higher than those offered by leading quick-commerce competitors. After analyzing competitor pricing trends and selectively adjusting prices on key products: Price competitiveness improved significantly Customer footfall increased Sales volumes recovered Gross margin impact remained controlled through targeted pricing actions The Results Monitored competitor pricing at scale Identified pricing gaps instantly Optimized pricing strategies using real-time market data Improved competitiveness against quick-commerce platforms Make data-driven pricing decisions with confidence Leverage Out-of-Stock (OOS) insights to capture demand opportunities Conclusion At the end of the day, quick commerce has changed what shoppers expect. For hypermarkets, that doesn’t mean racing to be the cheapest on everything. It means actually knowing which prices matter, catching changes before they cost

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How Out-of-Stock Issues Lead to Lost Availability and Lost Opportunities

Blog, Digital Shelf Analytics / mFilterIt Experts

There’s never a good time for a product to go out of stock. But it’s more problematic when it happens just when the buying intent is high. This not only leads customers to move towards competitors but can undo months of hard work and marketing efforts that you put into your brand and digital shelf to rank at the top. The impact is bigger than you might think. Global retailers lose an average of 4% of their annual revenue to out-of-stock (OOS) issues, while up to 69% of online shoppers abandon an unavailable product and purchase from a competitor instead. What begins as an inventory issue quickly snowballs into wasted advertising spend, declining marketplace rankings, damaged customer trust, lost repeat business, and revenue that may never return. That’s why product availability is no longer just an inventory concern. It’s a business growth priority. In this blog, we’ll explore the hidden impact of out-of-stock products, why they happen, and how brands can stay ahead before stockouts start costing them sales and customers. What Happens When a Product Goes Out-of-Stock? The real impact of out-of-stock goes far beyond lost sales. Here’s what actually happens: It Harms Brand Perception According to Accenture’s 2025 Retail Insight Report, 76% of shoppers say repeated stockouts affect how they view a brand’s reliability. That’s three out of four customers quietly downgrading their trust in you, not complaining, just drifting. It Triggers Permanent Defection A 2024 NielsenIQ report found that 9% of shoppers who encounter an out of stock or availability issue switch retailers permanently after just one experience. On platforms where switching costs are zero and alternatives are one scroll away, that 9% compounds rapidly. It Hands the Buy Box to Your Competitor When your product goes out of stock, the platform algorithm doesn’t wait. It reassigns the buy box, the coveted first-mover purchase position, to whoever is available. That competitor now captures your demand, accumulates reviews, and builds ranking credibility. Moreover, they carry that algorithmic advantage forward even after your product is restocked. It Degrades Your Entire Digital Shelf Presence Out of stock inventory creates a cascade. Availability drops lead to bounce rates rising by up to 32% on OOS product pages (Adobe Commerce, 2024). Due to this, organic ranking falls, sponsored bidding efficiency worsens, and content scores lose context. One empty shelf slot quietly corrodes the health of your entire catalogue. In Quick Commerce, It’s Zero-Recourse On platforms like Blinkit, Zepto, and Swiggy Instamart, where the global quick commerce market is now valued at $123.82 billion and growing at a CAGR of over 23% (Source: Root Analysis), there is no “similar product” recommendation grace period. It’s directly a lost sale. Out of Stock is also a Geographical and Platform Level Issue This is where real competitive intelligence is needed. Your product may be perfectly stocked in Mumbai but out of stock in other locations. Available on Amazon but invisible on Flipkart. In-stock in the morning, gone by afternoon on Zepto because a festive push wiped out one dark store’s inventory. Out of stock is not a single switch that flips across your business. It’s a geo-fragmented, platform-fragmented, time-fragmented phenomenon. And if you’re looking at it through a single aggregate lens, you’re missing most of the picture. This matters enormously for brands with Tier-2 and Tier-3 ambitions, which is now virtually every FMCG, BFSI, and consumer brand operating in India. The Tier-2 and beyond ecommerce opportunity is projected to exceed $250 billion by 2030. (Source: Delloite) Therefore, if you’re facing stockouts in these geographies while competitors stay stocked, you’re not just losing a transaction; you’re ceding a growth frontier. Going Beyond Out of Stock: 5 Important Metrics That Actually Keep You Ranking on the Digital Shelf Brands that stay consistently ahead of competition don’t just track whether they’re in stock; they track the full ecosystem of signals that determine where they appear, how they’re perceived, and why customers choose them (or don’t). Share of Shelf (SOS) & Discoverability Your product being in stock means nothing if it’s on page 4 of search results. Organic and sponsored Share of Shelf tells you what percentage of search you own for a given keyword or category. When you go out of stock, your SOS drops. When you come back, it doesn’t automatically recover. Tracking share of shelf and share of voice before, during, and after a stockout tells you exactly how much ground you lost and how long recovery takes. Buy Box Win Rate This is the most direct indicator of whether availability is converting into sales. Buy box win rate is directly impacted by stock status, pricing competitiveness, seller performance, and delivery promise. If your availability is fine, but your buy box win rate is slipping, the problem lies elsewhere in your competitive profile, and you need to know which lever to pull. Competitor Availability This is the most underused insight in ecommerce. While most brands track their own stockouts, very few systematically monitor competitors’ out of stock. When a stockout happens, shoppers buy from a different retailer, meaning that’s your window. Push media spend there. Increase bids on those keywords. The brands that catch these windows first capture the demand that would otherwise bounce across the category. Pricing Intelligence & Discount Dynamics Out of stock issues and pricing analysis are deeply linked. A competitor running an aggressive discount can cause a demand spike that exhausts stock faster than forecast. Monitoring competitor Average Selling Price (ASP) and discount patterns by platform and geography gives you early warning of when a demand surge may hit your category, before it empties your shelves. SKU Health Score SKU includes availability, content quality, discoverability rank, and review rating into a single score for your products and your competitors. A declining SKU health score is often an early warning that an out of stock issue might occur, or that a past stockout has left residual damage on ranking and content performance. How mFilterIt’s Ecommerce Intelligence Solution Turns These Insights into Action Feature What it helps you do Availability Tracker Monitor stock availability across platforms, cities, pin codes & competitors. Share of Shelf Track organic & sponsored visibility across marketplaces. SKU Health Score Measure content quality, discoverability, reviews & availability in one score. Pricing Intelligence Monitor competitor pricing, discounts & MAP violations. Buy Box & Seller Analytics Track Buy Box ownership and seller-level performance. Delivery TAT Compare delivery promises across locations and competitors. Sales Analytics Correlate availability, pricing and visibility with sales performance. mFilterIt Scorecard Benchmark your overall ecommerce performance against competitors. Conclusion The brands winning on ecommerce in 2026 are not necessarily the ones with the widest product range. They are the ones who see the competitive landscape in full resolution, across platforms, geographies, pricing tiers, and sales windows, and act on that while leveraging ecommerce intelligence solution before their competitors even know the data exists. Out-of-stock is where that competitive gap becomes most visible. But the intelligence required to never go to OOS, or to capitalize when your competitor does, spans the entire digital shelf. Ready to move from reactive to ahead of the curve? Get in touch with us today. Frequently Asked Questions How does an out-of-stock product affect a brand’s ranking on

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Amazon Prime Day 2026: 6 Digital Shelf Gaps Brands Must Fix to Maximize Sales

Blog, Digital Shelf Analytics / mFilterIt Experts

Amazon Prime Day has a way of creating big expectations. Last year, U.S. online sales crossed $24 billion during the event, and every brand understandably wants a share of that demand. Teams spend weeks planning promotions, increasing media budgets, forecasting inventory, and preparing for a spike in traffic. Then the sale ends. Some brands exceed their targets. Others are left reviewing dashboards and asking the same question: “We had the discounts. We had the inventory. We invested in advertising. So why didn’t the results follow?” The answer is rarely found in the sale itself because Prime Day does not create performance. It magnifies the opportunity for products that already exist. A product page that converts poorly in June will struggle even more when millions of shoppers arrive in July. A problem in visibility that is costing you a few hundred impressions on a normal day can translate into lost sales during Prime Day period. These gaps seem small but they cost brands a lot when traffic peaks. The brands that win Prime Day are usually not reacting during the event. They are the ones that outperform competitors have already addressed the issues that can cost them visibility, trust, and conversions. Here’s what you will discover: The critical digital shelf gaps that can hurt Prime Day performance The business impact of these gaps on traffic, conversions, and sales How to proactively fix them and maximize Prime Day results Gap #1: Your Product Pages Aren’t Converting Traffic Efficiently The volume of the traffic barely leads to anything when the quality of the traffic is weak. Brands get enough traffic on their product pages, but it is not ideal if the traffic is not converting into outcomes. During Prime Day, customers have multiple options available for the same product which they compare and make decisions within seconds. If your product listings do not clearly define relevant information like product quantity, nutritional value, age suitability, etc., shoppers move on. Hence, key factors like product titles, weak images, outdated A+ content, and inconsistent descriptions all contribute to a reduced conversation rate. Brands who do not focus on this aspect, end up spending putting more budgets in acquiring new traffic while simultaneously struggling to maximize revenue from the visitors they already have. One of the most successful strategies for Prime Day is – brands must treat PDP optimization as a conversion strategy, not a content exercise. Gap #2: Your Brand is Visible, But Not Visible Enough Being listed on Amazon does not guarantee discoverability. Prime Day significantly increases search activity across categories. Brands often discover that competitors dominate valuable search terms while their own products remain buried deeper in search results. This visibility gap affects both organic and sponsored placements. When competitor’s own category keywords, they capture demand before shoppers even reach your listing. The challenge isn’t simply knowing where you rank. The challenge is understanding: Which keywords competitors are winning. Where your Share of Shelf is declining. Which categories are driving visibility losses. How search trends are shifting ahead of Prime Day. Without this intelligence, brands often increase advertising spend without addressing the underlying discoverability problem. Gap #3: Pricing Decisions Are Based on Assumptions Instead of Intelligence Prime Day is often viewed as a discounting event and somewhere back, the pricing of the product remains ignored until it shows the impact post-performance. Many brands enter the sale with pricing intelligence strategies that are fixed while competitors adjust pricing dynamically throughout the day. Even small pricing shifts can influence customer’s decision through visibility, Buy Box ownership, conversion rates, and category rankings. The issue isn’t offering the deepest discount. The issue is understanding where pricing influences buying behavior and where it unnecessarily erodes margins. Gap #4: Buy Box Losses Are Happening Without Your Knowledge For brands selling through multiple sellers, Buy Box ownership can determine the difference between winning and losing Prime Day. A product may rank well, generate traffic, and even have strong reviews. But if the Buy Box shifts to another seller, most purchase intent follows it. What makes this particularly dangerous is how quickly Buy Box ownership can change especially when there are inventory fluctuations, pricing changes, and seller performance issues. Many brands discover these losses after sales performance declines. By then, recovery becomes significantly harder. Prime Day rewards brands that monitor Buy Box health proactively rather than reactively. Gap #5: Stockouts Create Damage Beyond Lost Sales Running out of inventory during Prime Day is usually viewed as a temporary sales problem but Amazon treats it differently. When a product becomes unavailable, the consequences often extend beyond the immediate loss of revenue. Ranking positions weaken. Visibility declines. Recovery takes time. Brands frequently calculate the cost of the missed transactions. They rarely calculate the cost of rebuilding the momentum that disappeared with them. This is why inventory planning should not be viewed purely as a supply chain exercise. Inventory influences discoverability. Inventory influences ranking. Inventory influences revenue after Prime Day ends. Few digital shelf gaps create a longer-lasting impact. Gap #6: Reviews Are Telling You What Prime Day Results Will Look Like Customer reviews are often treated as a reputation metric but they are actually a forecasting tool. Months before Prime Day arrives, customers are already documenting the issues that could hurt conversion rates during the sale. Packaging complaints. Product quality concerns. Misleading descriptions. Expectation mismatches. Recurring delivery frustrations. Brands that analyze review sentiment early can identify recurring issues, improve product communication, and remove conversion barriers before Prime Day traffic arrives. The brands that ignore those signals often discover them again through lower conversion rates during Prime Day. By then, the feedback has already influenced thousands of buying decisions. The Hidden Cost of Digital Shelf Gaps Most brands think of digital shelf optimization as a visibility exercise and less of a regular exercise, but the reality is, it is both. Every missing product image, outdated product description, pricing inconsistency, or poor review by customers leave shoppers with questions, impactingt their buting journey and your brand’s revenue. During normal periods, these gaps may appear manageable but during Prime Day, they become performance bottlenecks. When millions of shoppers are actively comparing products on one of the largest ecommerce platforms, Amazon’s algorithm becomes less forgiving. Listings with stronger content, better engagement signals, higher ratings, and stronger sales history receive greater visibility. This creates a compounding effect: Better visibility generates more clicks. Better product pages generate more conversions. More conversions strengthen ranking signals. Stronger ranking signals create even more

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Is Your Product Page Analysis Turning Shoppers Away?

Blog, Digital Shelf Analytics / mFilterIt Experts

Your organic traffic is dropping but do you look for the most obvious reason behind it? Teams run audits on campaign spends, revisit keyword strategies, and tweak bidding structures. Rarely does anyone open the actual product page and ask the most obvious question – is this page actually doing its job? When a perfect page analysis is neglected, right information regarding your product doesn’t reach to customers, making them abandon your product before completion. Suppose a mother visits your product page in order to search for a highly nutritious powder for their children but she did not find the ingredients on the product page, she did not find the measurement per scoop, what will be her quickest action? To explore similar products. There will be no notification regarding abandoned cart or bounce alerts. This is just one of the many cases that show the importance of perfect page analysis. It shifts the focus from just getting discovered to actually earning the purchase, making sure that when a shopper finds your product, the page does everything it needs to close the gap between interest and decision. In this blog, we will discover – Why optimizing product page is crucial for brands 6 product page optimization factors every brand must monitor Operational challenges of page optimization How product page optimization enhances brand’s product performance What is the Importance of Optimizing your Product Page? Page optimization for brands is crucial let’s understand this from an example – Take a brand managing 200 SKUs across platforms. At any given point, some percentage of those listings have a content issue. Not a catastrophic one but something subtle. A title that drops the primary keyword because a marketplace algorithm reindexed it. A main image that appears blur on a mobile screen. This is the operational reality that most ecommerce brand teams aren’t built to catch. They are structured around campaigns, not continuous page-level monitoring. Perfect page analysis runs a continuous check across every live SKU title structure, image compliance, keyword presence and flags drift the moment it happens, not three months later when the rank loss is already real. Because marketplaces are live systems and treating your listings as set-and-done is how you hand over the top slot to someone who simply had a cleaner page on the right day. Six Product Page Optimization Factors Every Brand Should Monitor Page analysis is not a one-time thing. It is the discipline of tracking everything that affects whether a shopper finds your product, trusts it, and buys it. That breaks down into six areas based on content and creative parameters that brands must monitor – Product Title The title is the first thing both the shopper and the marketplace algorithm read. It needs to work for both. At minimum, a title should clearly mention the product name and the details that matter — size, quantity, variant, measurement unit. A protein powder listed without its weight, or a baby lotion that doesn’t mention the age group, makes the shopper work harder than they should. And when shopping online, most people won’t bother working harder. They will just pick the listing that was clearer. Content Quality The description exists to answer questions before the shopper thinks to ask them. What is this? How do I use it? What’s in it? How much do I get? For categories like food, supplements, skincare, or baby products where the purchase feels personal, an incomplete description doesn’t just leave gaps, it creates doubt. Expiry formats, ingredient lists, usage steps, these aren’t optional extras. They are what make a shopper feel confident enough to add to cart. Support images within the description matter too. If they are blurry or don’t add anything to what is written, they are just taking up space. A+ Content By the time a shopper reaches A+ content, they’re already interested. What they need at this point is a reason to commit. Comparison charts, related products with rich mediax description. These help shoppers make up their mind faster. The mistake most brands make is treating A+ content as a branding exercise. It isn’t. It is the last conversation you have with a shopper before they decide. Make it count. Visuals Shoppers look at the image before they read anything else on the page. A blurry thumbnail or a cluttered hero image can end the consideration right there before the title, before the price, before anything. And platform standards change. An image that worked fine two years ago may not clear compliance checks today. A visual that looks sharp on desktop may render poorly on a phone screen. Visuals aren’t a one-time job. They need to be revisited the same way any other live content does. Ratings and Reviews A 4-star rating or above builds trust quickly, especially for a first-time buyer who knows nothing about the brand. But the number alone isn’t enough. The actual reviews tell you what is working and what isn’t. If multiple customers mention confusing instructions or damaged packaging, that’s a signal both for the product and the page. Customer-uploaded review images also matter. These are unfiltered, real-world photos of your product. If they consistently look off or don’t match what the brand imagery shows, no amount of polished A+ content will make up for it. How Product Page Optimization Enhances Brand’s Product Performance Product page optimization is one of the most effective strategies that many brands of various categories know. mFilterIt ran a deep-dive category analysis on the Atta segment on Flipkart Grocery. What the data revealed was striking, some of India’s most recognisable FMCG names are being outpaced on digital shelves by brands that simply optimise better. What did the PDP Audit Track? Support Images – Number, quality, and variety of images beyond the primary product shot. Video Presence – Whether a product video exists on the listing. Video-enabled PDPs consistently see higher dwell time and improved add-to-cart rates. Description Length – Depth and completeness of written content. Thin descriptions signal low relevance to platform algorithms and fail to address shopper intent. Key Findings: Overall Brand’s Content Score for last 3 months: These scores do not just highlight the basic content errors but the real content gaps that were creating major challenges in listings. This data highlights categories based on which their product page was analyzed including and the highlights were- The analysis revealed a clear divide between how category leaders and other established brands approach their product pages. Brands such as Aashirvaad, Fortune, and Pillsbury consistently delivered more complete and informative product experiences, with stronger content across key PDP elements. In comparison, listings from Amul, Organic Tattva, and 24 Mantra Organic showed noticeable gaps in content depth and shopper-focused information. These shortcomings

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How a D2C Beverage Brand Drove 82% Orders Growth on BlinkIt in 30 Days Using Unified Ad Manager

Blog, Digital Shelf Analytics / mFilterIt Experts

This blog is a look at what changed when structured campaign management replaced manual processes, and what the data showed one month later. Here’s some background for you. A fast-growing beverage brand was running keyword and product listing campaigns on Blinkit across multiple cities in India. While the brand had an established product catalogue and a reasonable ad budget, their campaign performance was inconsistent. To overcome this, the brand adopted a performance marketing management platform to bring structure and intelligence to their campaign and optimization processes. The result was a 60% increase in revenue within a month. Continue reading further to find out how Unified Ad Manager (UAM) worked. Three Gaps That Were Holding The Performance Campaign Results Back Most brands running campaigns manually hit at least one of these problems. This D2C beverage brand was dealing with all three simultaneously. Campaign inconsistency Between 6th to 21st November 2025, campaigns were near-inactive for 15+ days, which means effectively zero visibility on the platform during that period. A day without active spend is a day where competitors fill the shelf space. Limited keyword coverage Keyword gaps mean entire search queries go uncontested. Only 77 keywords were active, leaving large portions of search demand for tonic water, mixers, and sodas uncaptured. High cost per order An ACoS of 69.2% and ₹189 per order made scaling the campaigns economically difficult to justify. Without time-aware budget pacing, money gets spent during off-peak hours when purchase intent is low. What Automated Campaign Management Using Unified Ad Manager Changed The brand adopted mFilterIt’s Unified Ad Manager (UAM), a performance marketing management platform that provides ecommerce analytics in a single view to address the structural gaps across three areas: campaign scheduling, keyword discovery, and bid optimization, with one additional feature that turned out to be the most impactful of all. Here’s how: Continuous campaign activation Automated scheduling, dayparting, and budget pacing ensured campaigns ran without gaps every day. The extended blackout periods that had cost the brand significant impression share in November were eliminated entirely. Daily spend remained active and performance compounded week over week as optimizations had time to take effect. Broader keyword coverage The keyword discovery capabilities of Unified Ad Manager (UAM) expanded active targeting from 77 to 130 keywords (a 60% increase). The expanded keywords were kept tightly aligned to the brand’s product categories (tonic water, soda water, ginger ale, cocktail mixers), so reach grew without ignoring relevance. Dynamic bid and budget optimization The Unified Ad Manager (UAM) also helped the brand adjust bids continuously based on real-time performance signals, rather than keeping all bids static across all keywords. Budget was also systematically reallocated toward product listing campaigns, which delivered stronger ROAS, received a larger share, while product recommendation spend was scaled to a more appropriate level. The Day-Parting Insight That Showed Major Impact Of all the changes made between November and December, automated day parting showed significant and measurable results. In November, spend was distributed without any time-based structure. This meant ad budget was regularly consumed during periods of low traffic, like early mornings when conversion rates were lowest. The ROAS across those campaigns was 0.92x: spend was effectively generating less than ₹1 of revenue per ₹1 spent. In December, with unified ad management platform, the brand identified evening hours as the peak demand window for quick commerce beverage purchases and shifted 99% of active spend there. The outcome was a ROAS of 1.58x on those campaigns (a 72% improvement), driven not by increasing the budget but by changing when it was used. This means the ads were showing at exactly the moment purchase intent was highest, improving both conversion rates and the return on every rupee spent. The Impact D2C Brand Saw After Leveraging Campaign Management & Insights from Unified Ad Manager Metric Nov 2025 Dec 2025 Change Orders 1,211 2,204 +82% Revenue ₹3.3L ₹5.3L +60% ROAS 0.92x 1.58x +72% ACoS 69.2% 63.6% −8.1% Cost per Order ₹189 ₹153 −19% Active Keywords 77 130 +60% Ad spend grew by 47% month-on-month. Revenue grew by 60%. This gap where revenue outpaces spend is the signature of genuine efficiency improvement, not simply higher investment producing higher output. In simple terms, each additional rupee invested in December generated more revenue than it did in November, even as order volumes nearly doubled. This wasn’t just seasonal demand; it points to smarter, more optimized campaign performance. The same trend is visible in cost efficiency. Cost per order dropped from ₹189 to ₹153 (a 19% reduction) despite operating at twice the scale. The result: higher volumes, lower acquisition costs, and stronger returns, all at the same time. Key Takeaways: What Ecommerce & Quick Commerce Brands Actually Get When They Move to Unified Ad Management The results above are specific to one brand and one platform, but the underlying problems they solved are not. Fragmented campaign visibility, reactive bid management, unstructured budget spend, and keyword gaps are patterns that show up across categories and platforms whenever campaigns are managed manually. Here’s what changes when marketers start leveraging Unified Ad Manager by mFilterIt. You stop managing campaigns across platforms in silos A unified interface brings everything together in one place, making it easier to create, update, and monitor campaigns. This reduces operational effort and improves consistency in execution. Bids adjust in real time, not once a week when someone reviews the dashboard With dynamic bid management and optimizations, bids are continuously updated based on performance signals like ROAS and traffic trends. This ensures campaigns stay aligned with performance at all times, even beyond working hours. Budgets start moving towards what’s actually working A rule-based budget reallocation engine shuffles spend across campaigns in real time, shifting budgets towards high-performing sources and pulling back from lower-ROAS ad types. AI and ML-based campaign rules replace guesswork or manual decision-making A custom rule engine lets brands define the conditions under which bids should increase, budgets should be reallocated, or campaigns should pause. It executes those decisions automatically when the conditions are met. This removes the human bottleneck from time-sensitive optimisation and ensures the campaign strategy is actually reflected in live spend, not just in a planning document. Performance is tracked at the granular level Keyword-level, campaign-level, and platform-level logs tell you why and where to fix it. Detailed activity tracking across campaign overview, ad group, keyword, and rule engine logs helps in accuratedecision-making to improve campaign efficiency at scale. Therefore, by bringing structure, automation, and real-time decision-making into campaign management, the brands can grow faster while becoming more efficient at the same time. Ready

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Data as a Service for OTAs: How Pricing Intelligence Helps Identify Competitor Pricing Gaps

Blog, Digital Shelf Analytics / Noopur Mathur

Pricing in the travel industry moves faster than most teams can keep up with. A difference of even ₹200 on a flight ticket is enough to lose a booking and send a potential customer straight to a competitor. Pricing is a decision metric for customers, and pricing intelligence is what makes your platform compete with a strategy. If you don’t have a clear view of what your competitors are charging, you are losing potential bookings, burning discount budgets, and creating pricing gaps that directly impact margins. This is what a major OTA platform was dealing with – limited visibility into competitor pricing across key routes. Continue reading to find out how we helped them identify the gaps using data as a service. The Challenge: Limited Visibility into Competitor Pricing This major OTA platform had limited visibility into what their competitor platforms were pricing flights at, in real time. Their pricing optimization, discount updates were delayed and inconsistent. Sometimes they were underpriced, giving away margins unnecessarily. Other times, they were overpriced due to demand surge or other factors (which hikes prices – research a bit), sending customers to a competitor with a better deal. However, without consistent pricing analysis, their aim was to stay competitive and to be considered by customers at all times. The Fix: Proactive Data as a Service Using Pricing Intelligence to Map Exactly Where the Gaps Were To address this, they partnered with mFilterIt to gain better visibility into what their competitors were doing as part of their pricing strategy. Using DaaS (Data as a Service) feed, the pricing intelligence tool provided a structure data pipeline built on ecommerce analytics principles that gave the OTA platform a clear, side-by-side view of its own pricing vs a key competitor’s pricing across 100+ mapped flight sectors. It also enabled an automated price gap detection system for quick discount recalibration. Whenever a pricing difference was mapped between the two platforms, the system flagged it automatically. Here’s What the Data Actually Showed & Why It Matters for OTAs Once the data started flowing, the insights were immediate, and the findings were structured across three clear layers of pricing. Finding 1: Clear MRP gaps, the competitor was already pricing cheaper, even before the discounts were applied The first data set compared base ticket prices (the price before any coupon or offer is applied) across 8 airlines on both platforms. For several airlines, the competitor’s base price was consistently lower than the OTA’s. Why does this data & insights matter? A higher base price puts you at a disadvantage before discounts are applied or even seen. Without competitor mapping, a systematic undercut on key routes can go undetected for months. Finding 2: The competitors were giving bigger discounts on the same route flights The second data set examined the coupon values (the discount amount each OTA was applying on top of the base price). This is where OTAs most actively compete, and the data showed the competitor was being significantly more aggressive with discounts on several airlines. Why does this data & insights matter? If you don’t know how aggressively the competitor is discounting, you either lose bookings by under-spending or lose margin by over-spending. Platforms end up providing blanket discounts instead of targeted ones, which directly eats into margins. Finding 3: The final price that customers saw were lower on the competitor’s platform The third data set showed the price a customer sees when they’re ready to book, after all discounts have been applied. This is the number that makes or breaks a booking decision. Why does this data & insights matter? The final price is the only number the customer acts on; if it’s higher than the competitor’s, nothing else on your platform matters for that booking. Route-by-route visibility into the final price gap gives the pricing team a clear, prioritized action list instead of broad, reactive fixes. The same gaps exist across ecommerce too. Here’s what brands are missing. The Outcome: How a Pricing Intelligence Tool Helps Identify Pricing Gaps With the right pricing intelligence tool in place, the OTA platform was able to get a clear view of where gaps existed to make smarter decisions in both directions – when to discount and equally important, when to not. Here’s how a pricing intelligence tool helps: Discount updates became faster and more targeted instead of blanket coupon changes. The team could identify exactly which airlines and routes had a gap worth closing and act on them immediately. Margin leakage reduced on routes where the OTA’s final price was already lower than the competitors. The team pulled back on unnecessary discounts entirely. Every rupee saved on an over-discounted route goes straight back to margin. Strategic price increases became possible when demand spiked on a specific route and competitor data showed rivals were also priced high; the OTA could price upward with confidence rather than holding prices down out of habit. Knowing when the market will bear a higher price is just as valuable as knowing when to discount. Price rank awareness improved. Not every route needs to be the cheapest option. With real-time data, the team could make a deliberate call to hold at rank #2 with a healthier margin rather than defaulting to the lowest price out of uncertainty. Competitive positioning strengthened across 100+ mapped sectors. The OTA moved from reacting to pricing problems to anticipating them, closing gaps before bookings were lost and capturing margin where the market allowed it. The OTA platform was now able to anticipate pricing gaps and address them before customers had a reason to leave. This is what separates a reactive pricing team from a strategic one, and it starts with the right ecommerce analytics solution powering every decision. Conclusion: Is Your Pricing Team Working with Complete Data? If you’re in travel, e-commerce, or any industry where competitor pricing directly drives customer decisions, the question isn’t whether you need pricing intelligence. It’s whether you can afford to operate without it. Talk to us about how pricing intelligence can work for your business. Frequently Asked Questions What is data-as-a-service (DaaS) in OTA pricing intelligence? DaaS provides real-time OTA pricing data through cloud platforms, helping businesses access and analyze market insights without managing complex data infrastructure. How can businesses detect pricing discrepancies across OTAs? Businesses can use automated tools to track and compare prices across OTAs, quickly identifying inconsistencies, and maintaining pricing accuracy across all channels. Can pricing intelligence tools improve revenue management strategies? Yes, they offer insights into competitor pricing and demand trends, helping businesses optimize rates, increase bookings, and maximize overall revenue. How does OTA pricing intelligence help travel businesses

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What is a Unified Ad Manager & Why Should Agencies Care?

Blog, Digital Shelf Analytics / mFilterIt Experts

Agencies lose approximately 10-12 hours per week on manual campaign adjustments and another 8-15 hours on consolidating cross-platform data alone. (Source: AdsMCP) Now multiply that across multiple clients running campaigns on marketplaces like Amazon, Flipkart, Myntra, Blinkit, and Zepto. That’s a lot of time being wasted that could have been utilized on strategic plannings. You might be thinking ‘What other option do we have?’ Well, what if I told you otherwise? That all your dashboards can be controlled using a unified marketing platform. A platform where campaign creation, bid adjustments, budget changes, performance tracking, and reporting can all be done in one place. Instead of navigating multiple marketplace interfaces at once, you operate from a single, structured system built to simplify execution. That’s what we are going to cover in this blog. What is a unified ad manager? Why do agencies need a unified ad manager? How does it help streamline the process for ecommerce brands and agencies? Let’s dig in. What is a Unified Ad Management? A Unified Ad manager is a central platform that helps agencies manage and optimize advertising campaigns across multiple e-commerce marketplaces from one place. This way, instead of switching tabs and logging into separate ad managers every time, the unified marketing platform brings all campaign controls together in a single dashboard. From launching campaigns to adjusting bids, monitoring performance, applying rules, and reviewing results, all actions can be taken without switching between systems. It also helps analyze digital shelf insights like tracking keyword share of search, monitoring category visibility, and measuring competitor rankings, providing a consolidated view of ad campaign performances. Why do Agencies Need a Unified Ad Manager? Agencies have several ecommerce clients, and each client runs ecommerce ads on multiple platforms. Which in turn, also comes with various operational challenges that make a unified ad manager a practical necessity. Here’s why: Too many dashboards to manage Each platform has its own interface, layout, and workflow. Logging in and out of multiple platforms throughout the day slows teams down and makes it harder to maintain a clear overview of performance. Everyday updates take too much time Campaigns need regular optimization. Bid adjustments, budget changes, keyword refinements, product pauses, and more. When these actions are repeated separately on each platform, advertisers end up spending much valuable time on execution instead of strategy. Reports are scattered across platforms Consolidating performance insights from all platforms manually is time-consuming and makes cross-platform comparison more difficult. Scaling becomes operationally heavy As agencies onboard more brands or expand into new marketplaces, manual processes multiply. What works for a few campaigns becomes harder to manage at scale. Growth opportunities can be missed When teams are focused on managing routine tasks across platforms, less time remains to identify new keyword opportunities, optimize high-performing products, or experiment with strategic expansions. Operational load can limit strategic focus. Higher risk of errors Frequent manual updates across multiple dashboards increase the chances of inconsistencies such as incorrect or guesswork bids, missed budget changes, or delayed campaign pauses. Therefore, a unified ad manager helps bridge the gap between multiple platforms and campaign management, making the process more organized, scalable, and consistent. How does mFilterIt’s Unified Ad Manager Help Streamline the Process for Agencies? A unified ad management brings structure to the workflows of advertisers in agencies and ecommerce brands. Here’s how that translates into real operational gains and benefits of using a unified ad manager: Centralized Campaign Creation and Monitoring When agencies build any campaign for ecommerce brands, it needs to go live across platforms at the same time. Using a unified ad manager, instead of building campaigns separately for each marketplace, agencies can create and manage them from a single interface. Multi-platform integration allows campaigns to be structured using product, keyword, and budget inputs in one place. Outcome: Campaign setup becomes faster and more organized, reducing duplication of effort. Seamless Campaign Modifications Ecommerce campaigns often require frequent updates like adjusting bids, refining keywords, reallocating budgets, or updating product codes. Instead of repeating this across platforms, agency campaign managers can apply all changes in one place. Bulk actions further simplify tasks like adjusting multiple campaign budgets or adding/removing keywords. Outcome: Campaign managers spend less time repeating the same task across platforms, lowering operational load and improving consistency. Rule-Based Optimization and Objective Alignment A unified ad manager introduces a structured rule engine that allows agencies to define optimization logic once and apply it across campaigns. For instance, if a product is close to ranking higher on the digital shelf, the system automatically uses the defined logic to increase the bid by ₹10 every hour until the product reaches the #1 position. Once the target rank is achieved, the rule can stop the increase. This removes the need for manual guesswork and constant monitoring. Instead of repeatedly checking rankings and adjusting bids themselves, campaign managers can rely on predefined rules to handle these changes. Outcome: Performance standards are applied consistently, helping campaigns stay aligned with brand goals without constant manual supervision, saving both time and budget. Smarter Budget Management with Campaign Pacing Budget allocation is not only about how much to spend but also when to spend it. Campaign pacing tools help distribute budgets throughout the day and adjust bids based on traffic patterns strategically so that ads continue running during important traffic windows instead of stopping midway through the day. Outcome: Campaign budgets remain balanced across peak traffic periods. This improves campaign stability and reduces the need for manual efforts, saving time. Unified Reporting and Activity Tracking With consolidated dashboards and drill-through capabilities, agencies can move from a high-level view to detailed performance insights within a few clicks. Activity logs track all changes made to campaigns. Outcome: Improved transparency supports clearer reporting, stronger accountability, and more informed decision-making. Conclusion Success for agencies increasingly depends on how efficiently they can execute, optimize, and report on campaigns at scale. The unified ad management provides agencies with the structure needed to manage that complexity. It helps make the shift from traditional advertising methods to structured and automated campaign creation. With insights collated into one system, it allows teams to operate with greater precision and improve ROAS for clients in a more consistent and scalable way. If you want to simplify execution while driving stronger performance outcomes, now is the time you change how your ecommerce campaigns are managed. Connect with our experts to learn how we can help. FAQs Why do agencies need unified ad management? Agencies need unified ad management to centralize campaigns, data, and reporting across platforms. It improves efficiency, reduces manual work, and enables better decision-making through a single, integrated view. What challenges do agencies face without a unified ad manager? Without a unified ad manager, agencies struggle with fragmented data, limited cross-channel visibility, and inconsistent reporting. This leads to delayed fraud detection, inefficient budget

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How Category Analysis Helps Ecommerce Brands Boost Visibility and Sales

Blog, Digital Shelf Analytics / Noopur Mathur

As winter arrives, the demand for room heaters and water heaters has increased across ecommerce platforms. From prepping homes for winter to upgrading to energy-efficient models, these categories witness a surge in searches and sales as consumers gear up for the colder months. But for consumers, it’s not just about finding warmth; it’s about finding value, reliability, and the right brand. With hundreds of similar listings online, shoppers compare features, prices, and ratings before hitting “Buy Now.” Every search result and every sponsored placement matters. And that’s where the competition truly heats up for ecommerce brands, too. The battle is not only about discounts or delivery speed; it is also about visibility. Visibility for which brand appears first when intent is highest, who balances organic and sponsored visibility smartly, and who manages to stay top-of-mind throughout the buying journey. To find this out, our ecommerce analytics team at mFilterIt analysed two categories – water heaters and room heaters, to uncover which brands are dominating visibility across Amazon and Flipkart, and what their performance reveals about winning on the digital shelf. What Our Category Analysis Revealed: Which Brands Dominate the Water Heater Category on Amazon & Flipkart The water heater category saw strong activity across both marketplaces, with brands adopting different strategies to drive visibility. Here’s what our analysis revealed: Amazon Category Analysis – Water Heater AO Smith secured a leading position across both organic visibility (23.68%) and sponsored visibility (26.92%), showing a balanced approach for SEO and paid visibility. V-Guard and Havells had similar organic visibility (around 17.11% each) but much lower sponsored share, 7.69% for V-Guard and 12.82% for Havells. Bajaj (11.84%) and Longway (7.24%) showed moderate organic presence but appeared less prominently in sponsored placements, highlighting a focus on content-driven reach. Faber, Hindware, and Lifelong gained less than 2% visibility in organic share and almost negligible visibility in sponsored sections, which means improving keyword use and content optimization can help them appear more frequently in search results. Flipkart Category Analysis – Water Heater Longway dominated organic visibility with a 36.73% share, showing that strong content and keywords strategy can drive discoverability even without heavy ad spends. AO Smith had no organic presence but led sponsored listings with 38.30% share, depending mainly on paid ads to stay visible. V-Guard had 10.20% organic and 2.13% sponsored visibility, while Hindware (4.17%) and Havells (2.04%) showed limited visibility across both. Key takeaways for ecommerce brands: Plan visibility strategically like a portfolio: Allocate spend and optimization efforts across both organic and paid fronts to stay visible on digital shelf throughout the buying cycle. Use organic data to fuel ads: Your top-performing organic SKUs can guide which products deserve sponsored promotion. Adapt as per platform: Amazon and Flipkart reward different behaviours; a one-size-fits-all visibility strategy rarely works. Read this blog to understand the role of keywords to boost discoverability. How Did Room Heater Brands Compete for Product Visibility on Amazon & Flipkart? The room heater category saw a similar pattern, with some brands building steady organic visibility while others relied on ads for quick attention. Amazon Category Analysis – Room Heater Havells held the highest organic share (37.07%) and a strong sponsored visibility of 30%, showing a well-balanced approach. Sujatha focused mainly on ads, with the highest sponsored share (50%) but lower organic visibility (6.9%). Crompton, Bajaj, and Orpat had moderate organic visibility (between 15–19%) but no sponsored listings, showing they are naturally discoverable but less active in ads. AO Smith (10%), Longway (5%), and Hindware (5%) appeared less frequently overall, showing potential to expand their visibility mix. Flipkart Category Analysis – Room Heater Bajaj led in organic visibility with 34.62% share, proving that consistent content and product optimization help attract shoppers naturally. Longway dominated the sponsored space with 60% share, showing a strong focus on paid visibility but only 3.85% organic share, suggesting heavy ad dependency. Havells had a 15.38% organic share, maintaining a moderate presence, while Sujatha had no visible listings on Flipkart this season. Key takeaways for ecommerce brands: Monitor share of search regularly: Track both organic and sponsored rankings to understand your brand’s discoverability health and share of search proactively. Balance awareness and conversion: Organic visibility builds trust, while sponsored visibility captures purchase intent; both are essential for digital shelf dominance. Keep category intelligence active: Continuous tracking helps identify when to increase ad exposure or refresh content as market dynamics change. What This Category Analysis Means for Ecommerce Teams: Need for Category-Level Intelligence The insights from both categories – water heater and room heater clearly show how fast visibility and discoverability dynamics shift across platforms. This means, to win consistently on the digital shelf, ecommerce brands need to see the bigger picture – how each category is performing across both organic and sponsored share, how competitors are being positioned on each platform, and how trends change overnight. This is where ecommerce analytics and category-level intelligence help. Here’s how: Understand where their brand stands across both organic and sponsored visibility. Identify which SKUs, keywords, or listings are driving performance. Adjust pricing, promotions, and ad spends based on actionable data and insights. Understand how visibility trends differ between marketplaces like Amazon and Flipkart and plan accordingly. Therefore, brands that integrate ecommerce intelligence into their decision-making strategy outperform competitors who rely solely on sales dashboards. Also, check out our smartphones and smart TV category analysis to find which brands won the visibility race. How mFilterIt’s Category Tool Helps Brands Win on Digital Shelf Our advanced ecommerce analytics solution – mScanIt helps ecommerce brands to turn insights into strategic action. It autonomously scrapes data from various ecommerce marketplaces to provide category-wise, brand-wise, and SKU-level insights, without requiring SKU inputs. Here’s how it helps: 1. See your brand’s true position on the digital shelf Understand which products dominate search results both organically and through ads, and how your visibility and product discoverability shift across platforms or categories. 2. Spot the next growth opportunity before your competition does Discover which SKUs, keywords, or content strategies are helping

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How Brands Battled for Visibility on Amazon and Flipkart This Festive Season

Smartphone and Smart TV Category Analysis: How Brands Battled for Visibility on Digital Shelf

Blog, Digital Shelf Analytics / Noopur Mathur

Smart TVs and smartphones have become festive must-haves. Whether it’s upgrading to a bigger screen or gifting the latest model to a loved one, consumers look for these products more frequently during the festive season. This year, shoppers weren’t just chasing the biggest discounts; they were looking for trusted brands, better value, and convenience. With product comparisons, reviews, and flash deals just a click away, decisions were made faster and smarter. And that’s where the real competition began. The festive sale wasn’t only about who priced their products better; it was about which brands appeared first, who stayed visible at the right time, and who managed to stay on top of consumer searches when intent was at its peak. To find this out, our ecommerce analytics team at mFilterIt dived deep into two of the most competitive segments – smartphone and smart TV, to uncover which brands dominated visibility and how they did it to win consumer attention across the leading marketplaces – Amazon and Flipkart. Amazon & Flipkart Visibility Insights: How Top Smartphone Brands Balanced Paid and Organic Presence When it comes to online shopping during the festive season, one category that gets people clicking faster on payment options is smartphones. According to a TechInsights report, smartphone shipments in India jumped 5% year-on-year during the first wave of the 2025 festive sales period. Here’s how top smartphone brands balanced organic and paid visibility dominance on the digital shelf. 1. Amazon Category Analysis – Smartphones Samsung took the lead in both organic (32%) and sponsored (42%) visibility, a clear sign of dominance. It wasn’t just strong brand equity; it was strategic reinforcement through ad investment and share of voice strategy. iQOO followed with a steady performance in both organic and sponsored visibility, showing balanced marketing discipline. Redmi compensated for weaker organic visibility with sponsored ad push, while Apple stayed premium by putting some efforts on sponsored ads. Strategic Insight – Amazon’s smartphone visibility leaderboard rewards those who combine strong organic authority with strategic ad investments. Therefore, brands need to analyze their organic and sponsored share on the digital shelf carefully to ensure safe spending where required. 2. Flipkart Category Analysis – Smartphones Vivo (29%) and Motorola (24%) led organically, indicating strong product discoverability, SEO and keyword traction without heavy ad reliance. Samsung maintained a high sponsored share (47%) but was not able to capture the visible organically. Nothing and Oppo made aggressive sponsored pushes to build awareness and brand recall among audiences. Strategic Insight – Flipkart’s visibility ecosystem is more democratic; SEO, reviews, content, keywords, and product discoverability often beat budget-heavy campaigns. But for emerging brands, paid visibility remains a faster route to building awareness. Amazon & Flipkart Visibility Insights: How Top Smart TV Brands Balanced Paid and Organic Presence After smartphones, smart TVs were the next big attraction this festive season. Shoppers looked for the best deals, and brands raced to make sure their products were visible on the digital shelf. Here’s how the leading brands used organic visibility and paid visibility to grab consumer attention. 1. Amazon Category Analysis – Smart TV Samsung (19%) led organically in the Smart TV category, backed by years of brand trust and optimized listings. VW (16%) surprised with strong organic traction, showing how price and SEO can outshine legacy. Sony (9%) and Xiaomi (8%) maintained moderate organic visibility with consistent search volumes and mid-range consumer segments. LG, TCL, Hisense, and Acer made their mark with aggressive efforts on sponsored visibility to gain traction. Strategic Insight – Amazon’s Smart TV digital shelf space saw a balanced approach. Brands that combine storytelling, optimization, and well-timed paid activity retain visibility without overspending. 2. Flipkart Category Analysis – Smart TV TCL led organic visibility (20%) with strong SEO optimization strategies and minimal ad reliance. Reliance Digital (20%), Realme (20%), and Foxsky (17%) went big on sponsored ads, gaining quick recall but limited organic traction. Samsung (15%) and LG (10%) relied moderately on ads, balancing organic visibility and sponsored visibility effectively. Sony (9%) and mid-tier brands like Motorola, Thomson, and Realme (4% each) maintained moderate organic visibility presence. Strategic Insight – Flipkart’s Smart TV digital shelf space became a stage for emerging brands to compete head-on with giants. But sustainability will depend on how fast they can transition from paid recall to organic recognition. Also check out the blinkit chocolate and protein bar category analysis, and what the data revealed Amazon vs Flipkart: What the Festive Visibility Data Reveals About India’s Top Ecommerce Marketplaces Both the platforms, Amazon and Flipkart, saw massive festive traffic, but how brands showed up and stayed visible across both the platforms varied a lot. The data highlights how each marketplace rewards a different kind of discoverability efforts. What Brands Can Learn from This Race of Visibility on The Digital Shelf Now that the festive season is over, one thing is clear; winning visibility isn’t about who spends the most. The brands that truly stood out were the ones that spent smart, planned better, and used intelligence for well-optimized decision making. Here are four learnings every ecommerce brand should carry forward into 2026: Don’t overspend where you already win – If your organic visibility is strong, your next investment should be in content quality, not more ads. Build organic equity early – Paid ads may spike visibility, but organic traction is what sustains discoverability and share of search post-sales. Customize strategies for each platform – Don’t replicate the same strategy across platforms; what wins on Amazon might not convert on Flipkart. Monitor ROI, not just reach – Sponsored visibility is effective when it drives incremental sales, not when it duplicates organic success. Read more about why ecommerce brands need digital commerce intelligence. Insights You Get Using mFilterIt’s Ecommerce Intelligence Solution to Win on Digital Shelf With the right layer of ecommerce analytics, brands can easily bridge the gap between visibility and performance. Here’s how mFilterIt’s ecommerce intelligence solution helps brands make the most of their data to win on

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Quick Commerce Trends During Festive Season: Here’s What Blinkit Data Reveals

Blog, Digital Shelf Analytics / mFilterIt Experts

The festive season in India has always been synonymous with indulgence. A time when sweets, chocolates, and celebratory treats dominate shopping baskets. But over the past few years, this definition of indulgence has been quietly evolving. Today’s consumers are not just celebrating, they’re consciously celebrating. The modern festive shopper is as mindful about what goes into their cart as they are about what goes into their body. Chocolates remain a staple, but they now share shelf space with protein bars, low-sugar desserts, and functional snacks signaling a clear shift towards health-conscious gifting and self-consumption. A quick look at recent festive season buying patterns confirms this transformation. Traditional sweet categories continue to grow, but health-first snacking has emerged as a parallel indulgence, driven by consumers seeking balance between taste, nutrition, and celebration. This trend is particularly visible on quick commerce platforms like Blinkit, where convenience meets conscious choice. To decode this shift, we analyzed Blinkit’s visibility data across two key festive categories, chocolates and protein bars, examining both organic and sponsored performance. The findings reveal how evolving consumer preferences are reshaping category competition and what it means for brands preparing to win on the digital shelf for the 2025 festive season. Chocolate Quick Commerce Trends During Festive Season: See How Cadbury is Leading & What Other Brands are Doing We all know that the festive season brings a surge in chocolate purchases, both for gifting and self-consumption. Here’s what leading chocolate brands are doing as per mFilterIt’s analysis of BlinkIt visibility data: Cadbury dominates with 44% organic share and 18% sponsored share, reflecting unmatched recall and consistent marketing strength. Nestlé and Amul follow Cadbury with a strong combined organic visibility of 27% but show limited investment in sponsored visibility. Karachi Bakery and Hershey’s rely heavily on paid visibility with 18% and 16% of share, respectively, to secure attention and compete with leading players. Protein Bar Quick Commerce Trends During Festive Season: Who’s Winning the Festive Protein Bar Battle on Blinkit The energy and protein bar category tells an equally revealing story. Here’s how brands are winning over the health-conscious consumer market: In terms of organic share, Yogabar leads the market with 26%, followed by RiteBite at 23%, SuperYou at 10%, and The Whole Truth at 8%. When it comes to sponsored visibility, Yogabar again takes the top spot with a 34% share, while SuperYou follows at 23%, RiteBite at 21%, and The Whole Truth at 8%. How mFilterIt’s Ecommerce Analytics Help Brands Win on Digital Shelf: A DIY Checklist As festive demand surges, managing visibility across quick commerce platforms like Blinkit, Zepto, and Swiggy Instamart becomes a daily challenge. Product rankings shift by the hour, competitor bids fluctuate, and stockouts can affect the momentum significantly. To stay ahead, category managers need real-time digital shelf analytics that help them track visibility, optimize performance, and make fast, data-driven decisions. That is where mFilterIt’s Ecommerce analytics tool – mScanIt, helps brands unify visibility, performance, and competitive intelligence to maintain the right balance between organic discoverability and sponsored visibility, ensuring every SKU performs at its best during festive peaks like Diwali. Learn about the benefits of e-commerce shelf monitoring in the digital commerce ecosystem. Here’s a Checklist for Quick Commerce and Ecommerce Brands to Stay Ahead This Festive Season: 1. Monitor visibility performance in real-time On quick commerce platforms, what consumers see is what they buy. Visibility fluctuates by the hour, driven by algorithmic changes, competitor bids, and inventory availability. Failing to track visibility – both organic and sponsored means losing ground when it matters most. How mScanIt helps: The discoverability tracker helps brands track real-time visibility insights across SKUs and categories, highlighting when competitors outrank or outbid your products. This enables quick, data-backed reactions to protect your brand’s share of shelf during peak hours. 2. Build the Right Balance Between Organic and Sponsored Presence A successful festive strategy is about spending smart, not more. Overspending on ads for already visible SKUs and underinvesting in low-ranked ones can dilute returns. A balanced strategy between organic strength and paid promotion is essential to maximize efficiency and impact. How mScanIt helps: Using the category share analysis, brands can clearly see the split between organic and sponsored visibility. This helps allocate ad budgets more strategically, investing where it drives incremental visibility and optimizing where organic performance already holds strong. 3. Strengthen Product Content for Festive Discoverability Even the leading brands lose visibility if their product listings are incomplete or outdated. Content hygiene is one of the key features to stay visible and discoverable on the digital shelf. Optimized content with accurate titles, high-quality images, and relevant keywords helps your SKUs rank higher, appear in contextual searches, and attract impulse buyers. Inaccurate titles or missing visuals lower click-through rates and reduce purchase intent, especially when competition intensifies. How mScanIt helps: The content audit tool helps automatically identify missing details, inconsistent visuals, and irrelevant keywords. It ensures each SKU is optimized for discoverability using festive, gifting, and wellness-focused search terms that reflect current consumer intent. 4. Enhance Brand Trust Through Positive Consumer Feedback During festive sales, new buyers often depend on reviews and ratings to make purchase decisions. Proactive review management directly influences conversion rates and brand credibility. How mScanIt helps: The review sentiment analysis helps keep a track of consumer feedback in real time, identifying recurring issues and positive sentiment drivers. This enables brands to respond quickly, fix problems, and strengthen their overall reputation before festive peaks. 5. Keep Your Bestsellers Always Available Out-of-stock issues can instantly halt sales momentum. Especially during peak demand times, stockouts not only reduce conversion but also push competitors up on the digital shelf. Consistent stock availability ensures continuity in visibility and prevents algorithmic ranking drops. For high-demand SKUs, real-time stock monitoring directly helps increase sales and brand dominance. How mScanIt helps: The availability tracker continuously monitors stock levels and sends alerts for low or out-of-stock items. This helps category managers coordinate replenishment on time and prevent competitor takeovers of key listing spaces.

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