India's 10-Month E-Commerce Festival Sale Generates 24 Billion USD in GMV in Two Days, Electronics Sell Well

AMZ123 learned that, according to estimates by consulting firm Redseer Strategy Consultants, in the first two days after the launch of India's festive sales,Indian e-commerce platformsrecorded gross merchandise value (GMV) of more than 2400 hundred million rupees (approximately 24 billion USD). Mobile phones were the highest-selling category by value, while fashion products, consumer electronics, and large appliances also performed strongly. In the two days, platforms received a total of approximately 8000 lakh to 9000 lakh orders, attracting 6000 lakh to 6500 lakh consumers.

This “festive sale” is an annual shopping season in which platforms such as Amazon andFlipkart, Meesho, and Ajio each launch sales around festivals such as Diwali and Navratri, with the events overlapping. These figures reflect sales performance during the first two days of the festive promotional season in 2026, 10.

Redseer Strategy Consultants said that spending during India's festive shopping season is broadening. Sales growth is being driven not only by mobile phones; consumers are also increasing their purchases of fashion products, electronics, and appliances. Affordable fashion products are performing particularly well, with many consumers from tier-two cities and smaller towns buying reasonably priced festive clothing.

Redseer estimates that GMV in the first two days exceeded 24 billion USD, equivalent to approximately 2420 hundred million rupees. This was about 6 times the average daily level for e-commerce platforms.

To capitalize on this shopping wave, Amazon andFlipkart are also using their quick-commerce services to expand the reach of their promotions. Data shows that during the festive sales, daily GMV from quick-commerce services reached 4 to 5 times the usual level, making them an important channel for platforms to serve shoppers' immediate needs.

By category, mobile phones continued to rank first in sales value. Redseer estimates that mobile phones accounted for 38% to 40% of total sales, or approximately 910 hundred million to 960 hundred million rupees. Consumer electronics accounted for approximately 25% to 27%, with sales of around 600 hundred million to 650 hundred million rupees; fashion products accounted for approximately 15% to 18%, with sales of around 363 hundred million to 435 hundred million rupees.

Televisions, large appliances, and other electronics together accounted for approximately 25% to 27% of GMV. Televisions, refrigerators, and air conditioners made up more than two-thirds of large-appliance sales. Among the best-selling TVs, 55-inch models from TCL, LG, Samsung, and Xiaomi performed strongly, accounting for more than 75% of the best-selling TV stock keeping units (SKUs).

Growth in electronics sales was not limited to the festive sales period. Redseer estimates that electronics sales in the Indian market grew by more than 20% in the first half of 2026. Some consumers brought forward their purchases because they were concerned that product prices would rise in the second half of 2026.

During the first two days of these festive promotions, electronics order volume reached around 14 times the daily average, with laptops and Internet of Things (IoT) devices serving as the main growth drivers.

The fashion category also performed exceptionally well. In the first two days of the sale, its GMV grew 22% to 25% year on year, accounting for 15% to 18% of total GMV, while daily GMV reached 3 to 5 times the usual level. This indicates that festive spending boosted sales not only of high-value goods such as mobile phones, but also generated additional demand for everyday consumer goods such as clothing.

In terms of consumer demographics, tier-two cities and rural areas were important sources of customers during the promotion. Redseer estimates that of the 6000 lakh to 6500 lakh consumers who made purchases in the first two days, around two-thirds came from tier-two cities and rural areas. Generation Z consumers were also active, making up about one-third of shoppers on the first day of the sale.

By comparison, Indian e-commerce platforms typically have around 1.5 billion to 1.6 billion unique shoppers in a regular month. In just the first two days of this festive sale, the number of participating consumers exceeded one-third of the usual monthly shopper base. The number of first-time online shoppers also doubled year on year, showing that festive promotions are bringing more new users into the e-commerce market.

Looking ahead, Dalal expects the total number of shoppers during the first 11-day wave of festive promotions to reach 1 billion. As major festivals such asDiwaliapproach, continued demand for festive clothing, electronics, and appliances is expected to bring Indian e-commerce platforms more orders.

Author ✎ Summer/AMZ123
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Source: India E-Commerce News · Read the original article