India’s e-commerce companies recorded sales worth approximately Rs 24,000 crore during the first two days of the festive season sales, with mobile phones accounting for the largest share of purchases, according to estimates by Redseer Strategy Consultants.
The strong opening was driven by a surge in order volumes, with shoppers spending on smartphones, consumer electronics, fashion and home appliances across platforms such as Amazon, Flipkart, Meesho and Ajio. According to the consultancy, around 8-9 crore orders were placed across e-commerce platforms during the initial two days.
Redseer estimated that the gross merchandise value (GMV) during the period exceeded $2.5 billion, or approximately Rs 24,200 crore. Around 6-6.5 crore shoppers participated in the festive sales, indicating strong consumer demand across different regions and product categories.
Nikhil Dalal, associate partner at Redseer Strategy Consultants, said the opening days reflected a widening festive shopping basket, with consumers extending their spending beyond mobile phones to fashion, electronics and appliances.
Mobile phones dominate festive sales
Mobile phones emerged as the biggest category in terms of sales value, accounting for an estimated 38-40% of the total GMV. The category generated approximately Rs 9,100-9,600 crore during the first two days.
Consumer electronics accounted for around 25-27% of sales, valued at Rs 6,000-6,500 crore, while fashion products contributed approximately 15-18%, or Rs 3,630-4,350 crore.
Large appliances and electronics also recorded strong demand during the opening days. Televisions, refrigerators and air conditioners accounted for more than two-thirds of large-appliance sales, according to the estimates.
Televisions with 55-inch screens from brands such as TCL, LG, Samsung and Xiaomi featured prominently among the top-selling models, with these products representing more than 75% of the leading television stock-keeping units (SKUs).
The consultancy also noted that electronics sales had grown by more than 20% in the first half of 2026, partly due to consumers advancing purchases amid expectations of higher prices in the second half of the year.
Fashion sales rise as shoppers from smaller cities drive demand
Fashion also recorded significant growth during the festive season. Gross merchandise value in the category increased by an estimated 22-25% year-on-year during the first two days.
Value fashion emerged as a key driver, particularly among shoppers from Tier 2 cities and smaller towns seeking festive clothing at affordable prices. Fashion sales were estimated to be three to five times the category’s average daily business-as-usual GMV.
The estimates also indicated that approximately two-thirds of the 6-6.5 crore shoppers who made purchases during the first two days came from Tier 2 cities and rural areas.
Gen Z accounted for nearly one-third of shoppers on the opening day, highlighting the importance of younger consumers in driving online festive purchases.
Quick commerce gains traction
Quick commerce platforms also recorded a significant increase in activity during the festive sales. According to Redseer, the quick commerce arms of major e-commerce companies, including Amazon and Flipkart, recorded GMV levels around four to five times their average daily business-as-usual levels.
The broader festive e-commerce GMV was estimated to be approximately six times the usual daily run rate, while order volumes in electronics were around 14 times the average daily level. Laptops and Internet of Things (IoT) devices were among the key contributors to electronics demand.
First-time shoppers increase
The opening two days also witnessed a rise in first-time online shoppers. Redseer estimated that the number of first-time shoppers doubled compared with the corresponding period last year.
India typically records around 15-16 crore unique shoppers across e-commerce platforms in a regular month. The initial two days of festive sales attracted more than one-third of this monthly shopper base.
Dalal said the company expected around 10 crore shoppers to participate during the entire 11-day first phase of festive sales.
The early sales figures indicate that smartphones remain the biggest contributor to online festive spending, while fashion, consumer electronics and appliances are also attracting substantial demand. Participation from smaller cities and rural areas, alongside the growth of quick commerce, is further expanding the reach of India’s festive e-commerce market.