Smartphones contributed up to 40 per cent of GMV, while shoppers from tier 2 cities and rural areas accounted for around two-thirds of buyers, Redseer estimates
Ecommerce platforms in India recorded gross merchandise value (GMV) of around Rs 24,000 crore during the first two days of festive sales, as shoppers stepped up purchases across smartphones, consumer electronics and fashion, according to Redseer Strategy Consultants.
Around 8-9 crore orders were placed across platforms, including Amazon, Flipkart, Meesho and Ajio. The sales value was approximately six times the usual daily run rate, highlighting the concentration of online spending during the opening days of the festive shopping season.
Mobile phones accounted for the largest share of purchases by value, contributing 38-40 per cent of GMV, or around Rs 9,100-9,600 crore. Consumer electronics followed with a 25-27 per cent share, while fashion contributed 15-18 per cent.
Mobile Phones Lead Spending
The strong contribution from smartphones and electronics reflects their importance to festive e-commerce sales, as platforms compete through discounts and promotional offers across major product categories.
Fashion also recorded growth, with its GMV increasing 22-25 per cent year-on-year during the opening two days, according to Redseer.
The figures underline the importance of the initial sale window for online retailers, which typically see concentrated demand as consumers look for deals on higher-value products and seasonal purchases.
Smaller Cities Drive Demand
Shoppers from tier 2 cities and rural areas accounted for around two-thirds of buyers during the first two days. The number of first-time shoppers doubled compared with the previous year, pointing to a widening base of online consumers participating in festive sales.
The growing contribution from smaller markets is significant for e-commerce companies seeking to expand beyond major urban centres. Wider access to online shopping, product availability and festive promotions have helped bring more consumers into the digital retail market.
Redseer expects around 100 million shoppers to participate during the entire 11-day first phase of festive sales. The final performance will depend on consumer demand through the remainder of the period and the distribution of purchases across categories and platforms.
