Festive e-commerce sales top ₹24,000 crore in first two days: Redseer
Synopsis
India's festive e-commerce window opened with a bang — ₹24,200 crore in GMV across Amazon, Flipkart, Meesho, and Ajio in just two days, nearly six times the daily business-as-usual rate. With smartphones alone contributing nearly ₹9,600 crore and electronics orders surging 14x, the 2026 festive season is on track to rewrite Indian online retail records.
Key Takeaways
Amazon , Flipkart , Meesho , and Ajio collectively recorded ₹24,200 crore in GMV during the first two days of the festive sales season, per Redseer Strategy Consultants .
An estimated 8–9 crore orders were placed by 6–6.5 crore consumers across platforms.
Smartphones led with 38–40% of total GMV ( ₹9,100–9,600 crore ); consumer electronics followed at 25–27% ( ₹6,000–6,500 crore ).
Fashion GMV rose 22–25% year-on-year , with Tier 2 cities and smaller towns driving affordable apparel demand.
Electronics orders surged to nearly 14 times their normal daily levels during the opening two days.
The two-day sales figure was nearly six times the average daily business-as-usual run rate.
India's top e-commerce platforms — Amazon, Flipkart, Meesho, and Ajio — racked up an estimated ₹24,200 crore in gross merchandise value (GMV) during the first two days of the festive sales season, according to a report by Redseer Strategy Consultants. The figure, equivalent to more than $2.5 billion, was nearly six times higher than the average daily run rate on normal shopping days, underlining the outsized weight of festive season in India's retail calendar.
Scale of Consumer Participation
Between 8 and 9 crore orders were placed across platforms in just two days, with an estimated 6 to 6.5 crore unique consumers participating in the shopping event, the Redseer report stated. The numbers point to deepening digital commerce penetration, particularly as Tier 2 cities and smaller towns contributed meaningfully to order volumes.
Smartphones and Electronics Dominate Sales
Smartphones remained the single largest category, accounting for 38–40% of total GMV — translating to an estimated ₹9,100–9,600 crore. Consumer electronics followed as the second-largest contributor at 25–27% of sales, or roughly ₹6,000–6,500 crore. Electronics orders surged to nearly 14 times their normal daily levels during the opening two days, supported by strong demand for laptops and internet-connected devices.
Notably, electronics had already posted growth of over 20% in the first half of 2026, as consumers brought forward purchases amid expectations of higher prices later in the year — a pattern that likely amplified early festive demand.
Fashion and Large Appliances Show Strong Momentum
Fashion products contributed 15–18% of overall sales, generating an estimated ₹3,630–4,350 crore. GMV in the fashion segment rose 22–25% year-on-year, with daily sales running three to five times above normal levels, driven by demand for affordable festive apparel — particularly in Tier 2 cities and smaller towns.
Demand for large appliances also held up well. Televisions, refrigerators, and air conditioners together accounted for more than two-thirds of large-appliance sales. Among televisions, 55-inch models from brands such as TCL, LG, Samsung, and Xiaomi dominated demand, representing more than three-fourths of the top-selling SKUs.
Context: Why the Numbers Matter
This comes amid a broader structural shift in Indian retail, with online platforms capturing an increasingly large share of discretionary spending that once flowed to brick-and-mortar stores. The festive window — typically spanning the weeks around Navratri, Dussehra, and Diwali — has become the single most consequential sales period for e-commerce companies, and the opening two-day performance is widely watched as a bellwether for the full season.
With the festive window still open and platforms running successive sales events, full-season GMV figures are expected to set a new benchmark for Indian e-commerce.
Point of View
200 crore two-day print is a headline that flatters, but the Redseer GMV figure includes cancelled orders and platform discounting subsidised by deep promotional budgets — it is not revenue. The more revealing data point is the 6–6.5 crore unique buyer figure: if accurate, it suggests the online festive market is not widening dramatically beyond its established base even as order volumes climb. The 20%-plus pre-festive electronics growth in H1 2026 also raises a question: are consumers pulling forward demand rather than creating net new spending? That would compress Q3 rather than expand the annual pie. The real test of festive 2026's health will come from post-season return rates and full-season GMV — neither of which early-days numbers can settle.
NationPress
11 Oct 2026
Frequently Asked Questions
How much did India's e-commerce platforms earn in the first two days of festive sales 2026?
According to Redseer Strategy Consultants, platforms including Amazon, Flipkart, Meesho, and Ajio collectively recorded a gross merchandise value (GMV) of more than $2.5 billion, or approximately ₹24,200 crore, in the opening two days of the festive sales season.
Which product category contributed the most to festive e-commerce sales?
Smartphones were the largest contributor, accounting for 38–40% of total GMV — an estimated ₹9,100–9,600 crore. Consumer electronics came second at 25–27% of sales, followed by fashion at 15–18%.
How many consumers participated in the festive online sales event?
Redseer estimated that 6 to 6.5 crore unique consumers participated in the event, placing a total of 8 to 9 crore orders across platforms in the first two days.
Why were electronics sales especially strong during this festive season?
Electronics had already grown over 20% in the first half of 2026, as consumers brought forward purchases amid expectations of higher prices later in the year. During the festive opening, electronics orders surged to nearly 14 times their normal daily levels.
Which television brands and screen sizes dominated large-appliance sales?
55-inch television models from TCL, LG, Samsung, and Xiaomi dominated demand, accounting for more than three-fourths of the top-selling SKUs. Televisions, refrigerators, and air conditioners together made up more than two-thirds of large-appliance sales.
