Daijiworld Media Network - New Delhi

New Delhi, Oct 12: E-commerce companies are estimated to have recorded sales worth around Rs 24,000 crore during the first two days of the festive season sale, with mobile phones accounting for the largest share by value, according to Redseer Strategy Consultants.

Shoppers placed an estimated 8-9 crore orders across platforms such as Amazon, Flipkart, Meesho and Ajio, along with other online marketplaces, the consultancy said.

Nikhil Dalal, associate partner at Redseer Strategy Consultants, told PTI that the opening two days indicated a widening of India's festive e-commerce market, with growth driven primarily by higher order volumes. Consumers were also extending their spending beyond mobile phones to fashion, electronics and household appliances.

“Value fashion stood out, as shoppers from Tier 2 and smaller towns bought festive wear at accessible price points. The first two days saw over USD 2.5 billion (close to Rs 24,200 crore) in GMV, and around 60-65 million shoppers have already participated in the first two days,” Dalal said.

Gross merchandise value (GMV) during the opening two days was around six times the usual daily business run rate, Redseer estimated. Quick-commerce services operated by companies such as Amazon and Flipkart also gained prominence during the sale, recording GMV four to five times their average daily levels.

Although mobile phones remained the largest category by value, sales of large appliances and other electronics grew faster than the overall market. Mobile phones accounted for an estimated 38-40 per cent of total sales, amounting to around Rs 9,100-9,600 crore.

Consumer electronics contributed approximately 25-27 per cent, or Rs 6,000-6,500 crore, while fashion products accounted for 15-18 per cent, valued at around Rs 3,630-4,350 crore.

Televisions with 55-inch screens, along with large appliances and other electronics, together contributed around 25-27 per cent of GMV. Televisions, refrigerators and air conditioners accounted for more than two-thirds of large-appliance sales. Models with 55-inch screens from TCL, LG, Samsung and Xiaomi represented over 75 per cent of the top-selling television stock-keeping units (SKUs), according to the estimates.

Redseer said electronics sales had already grown by more than 20 per cent in the first half of 2026, partly because consumers brought forward purchases amid expectations of higher prices in the second half of the year. During the first two days of the festive sale, electronics orders were around 14 times the usual daily average, with laptops and Internet of Things (IoT) devices contributing to the demand.

Fashion GMV rose by an estimated 22-25 per cent year-on-year during the opening two days. The category accounted for 15-18 per cent of total GMV and recorded three to five times its usual daily business.

Gen Z consumers represented approximately one-third of shoppers on the opening day, Redseer estimated. Of the 6-6.5 crore shoppers who made purchases during the first two days, around two-thirds were from Tier 2 cities and rural areas.

Typically, around 15-16 crore unique shoppers transact across e-commerce platforms in an average month. The opening two days of the festive sale therefore attracted more than one-third of this monthly shopper base, while the number of first-time shoppers doubled compared with last year.

“We expect 100 million shoppers to shop in the entire 11-day first leg,” Dalal said.