Fynd’s Festive Season Report 2026 shows Ajio, Amazon and Jiomart gaining ground, while footwear, tier 2 cities and deeper discounts reshape India’s online fashion market
Myntra and Flipkart continued to lead India’s online fashion market during the 2026 festive shopping season, but their combined share of orders declined to 76.8 per cent from 89 per cent a year earlier, while Ajio, Amazon and Jiomart gained traction.
According to Fynd’s Festive Season Report 2026, the decline of 12.2 percentage points in Myntra and Flipkart’s combined share indicates a broader distribution of online fashion orders across marketplaces. However, the report does not provide individual marketplace shares or quantify the gains made by AJIO, Amazon and Jiomart.
Consumer spending during the festive period remained concentrated in lower-priced purchases. Orders below Rs 1,000 accounted for 50.1 per cent of total transactions, while purchases above Rs 3,000 represented 11.8 per cent of orders but contributed more than 41 per cent of total sales value.
Average discounts increased to 46 per cent from 34 per cent in 2025, with nearly half of all orders placed at discounts exceeding 50 per cent, pointing to the continued importance of promotional pricing during the festive shopping period.
Footwear emerged as the largest online fashion category, accounting for 52.7 per cent of orders and 58.4 per cent of total sales value. Its share of orders increased from 33 per cent in 2025. Clothing’s contribution, meanwhile, declined from 48 per cent to 34.5 per cent.
Regional markets also gained ground, with Eastern India accounting for 20.8 per cent of festive orders. West Bengal emerged as the country’s second-largest ordering state, while Tier 2 cities increased their contribution to total orders from 19 per cent in 2025 to around 35 per cent in 2026.
Tier 1 cities contributed approximately 43 per cent of orders but accounted for 56 per cent of gross merchandise value (GMV), indicating their larger contribution to overall transaction value.
Online payments accounted for 56.5 per cent of all orders, while prepaid adoption increased across eastern markets. The overall return rate stood at 11.8 per cent, with clothing recording a higher return rate of 14.9 per cent compared with 10.5 per cent for footwear.
