Redseer Strategy Consultants put the combined value of goods changing hands through e-commerce platforms across the opening two days of the festive season at roughly Rs 24,000 crore, with mobile phones contributing the largest portion of that total by value and a rise in order volumes underpinning the overall figure. Figures from the consultancy put the total number of orders logged across platforms — Amazon, Flipkart, Meesho, Ajio, and a range of other marketplaces — somewhere in the 80 to 90 million range.
Data from the opening two days of the festive season pointed to an expanding e-commerce basket in India, according to Nikhil Dalal, an associate partner at Redseer Strategy Consultants. Order volumes are driving the broader expansion, with spending patterns among consumers extending into fashion, electronics, and home appliances alongside mobile devices — and within the fashion segment, affordably priced festive clothing drew particular traction from shoppers in Tier 2 cities and smaller towns.
Gross merchandise value across the opening two days of the sale reached more than USD 2.5 billion — roughly Rs 24,200 crore — while the number of shoppers who took part during that same window came to somewhere between 60 million and 65 million, Dalal noted. According to the company, GMV on that period's peak day ran at roughly six times the typical baseline daily volume.
Both Amazon and Flipkart have been deploying their quick-commerce operations to drive festival-period transactions, with gross merchandise value on the platform running four to five times above the typical daily baseline during that window. Handsets held their position as the top-earning product type by value, while large appliances and electronics posted category-beating volume gains, the estimates showed.
Handsets alone are thought to have driven somewhere between 38 and 40 per cent of overall revenue, translating to a value in the range of Rs 9,100 crore to Rs 9,600 crore. According to Redseer, consumer electronics account for roughly 25–27 per cent of total sales — translating to between Rs 6,000 crore and Rs 6,500 crore — while fashion products claim a 15–18 per cent slice, putting their value somewhere in the Rs 3,630–4,350 crore band.
Taken together, the 55-inch TV upgrade, large appliances, and electronics accounted for a share of overall GMV that fell somewhere between 25 and 27 per cent. Of the large-appliance category, televisions, refrigerators, and air-conditioning units together claimed a share exceeding two-thirds of all units sold. Among the top-selling television SKUs, 55-inch screen sizes drew the bulk of consumer demand, with four manufacturers — TCL, LG, Samsung, and Xiaomi — accounting for upwards of three-quarters of those unit rankings combined.
Redseer's figures put electronics expansion at over 20 per cent through the opening half of 2026, a trajectory shaped in part by shoppers who moved their purchases earlier than planned in anticipation of price increases later in the year. Order volumes across the opening pair of festive trading days ran at roughly 14 times the platform's typical daily baseline, with laptops and IoT devices driving the bulk of activity within the electronics segment.
Over the opening two days, fashion-related gross merchandise value climbed between 22 and 25 per cent against the same period a year earlier, accounting for roughly 15 to 18 per cent of total GMV and landing at three to five times the category's typical business-as-usual daily average. Redseer estimates put the share of opening-day shoppers drawn from the Gen Z cohort at roughly one in three.
Redseer's data puts roughly two-thirds of the 6 to 6.5 crore buyers active across those opening two days as shoppers drawn from Tier 2 cities and rural communities. On a routine trading month, somewhere between 150 million and 160 million distinct buyers complete purchases spread across online retail platforms. Within the first two days alone, more than a third of that month's entire shopper pool had been drawn into the festive sale.
The number of people making their first purchase on the platform was twice the figure recorded a year earlier, while Dalal projected that the opening 11-day stretch of the event would draw around 100 million shoppers in total.
