India Festive E-commerce Sales See Mixed Early Results
Indian e-commerce platforms generated over Rs 24,000 crore in two days, though overall gross merchandise value declined 7-10% due to higher electronics prices.
India's festive e-commerce season began with contrasting performance metrics between October 7 and 10, 2026. Redseer Strategy Consultants reported a strong start, with marketplaces including Amazon, Flipkart, Meesho, and Ajio generating an estimated Rs 24,000 crore in gross merchandise value during the first two days. This initial surge involved 6-6.5 crore consumers placing 8-9 crore orders, with electronics orders spiking to 14 times their normal daily levels.
However, data for the first four days indicates a broader slowdown. Datum Intelligence estimated total gross merchandise value between Rs 29,800 crore and Rs 30,900 crore, representing a 7-10% year-on-year decline. This dip is attributed to rising memory and component costs that increased smartphone and laptop prices, alongside the absence of GST cuts that had boosted previous years.
While smartphones remain the largest category by value, their projected share of festive sales is expected to drop from 35% to 30%. Growth is shifting toward order volumes in fashion, which grew 22-25% year-on-year, and large appliances. Platforms are increasingly leveraging quick commerce to reach Gen Z and shoppers in Tier 2 cities and rural areas.
