E-commerce platforms roll out grand sale strategies to boost festive spending

India's festive ecommerce season has opened on a high note, with Flipkart and Amazon registering record traffic and sales during their flagship events — The Big Billion Days (TBBD) and The Great Indian Festival (GIF), respectively. Strong consumer sentiment, GST cuts, and rising participation from Gen Z shoppers have created the most dynamic start yet for India's digital retail market.

- Ankit Singh

According to Datum Intelligence, online festive season sales surged 29% year-on-year to reach ₹60,700 crore in the first week, setting an all-time record for festive openings. Between September 22 and 28, these platforms logged a gross merchandise value (GMV) of ₹60,700 crore — the highest-ever opening week for India's e-commerce industry. Mobile phones led the pack, contributing 42% of GMV, while appliances and grocery emerged as the fastest-growing categories, expanding 41% and 44% year-on-year, respectively.

The recently implemented GST 2.0 reforms spurred demand for high-value appliance purchases, while the rapid expansion of quick commerce and a spike in festive gifting powered grocery sales. Consumer electronics and homeware also posted solid double-digit growth.