Fashion gross merchandise value (GMV) grew 22–25% year-on-year during the first two days of India’s festive e-commerce sales, accounting for an estimated 15–18% of total online sales, according to Redseer Strategy Consultants.
The segment recorded three to five times its average daily GMV during business-as-usual (BAU) periods, reflecting increased consumer spending on festive apparel and fashion products across e-commerce platforms, including Amazon, Flipkart, Meesho and Ajio.
Redseer estimated that e-commerce platforms generated more than US$2.5 billion in GMV across categories during the opening two days, with around 6–6.5 crore shoppers making purchases. Of these, approximately two-thirds came from Tier-2 cities and rural areas.
According to Redseer Associate Partner Nikhil Dalal, value fashion emerged as a key contributor, with shoppers from smaller towns purchasing festive wear at accessible price points. The broader festive shopping basket is also expanding as consumers distribute their spending across fashion and other product categories.
The consultancy noted that first-time shoppers doubled compared with the previous year during the opening two days. Gen Z accounted for approximately one-third of shoppers on the first day, highlighting the participation of younger consumers in festive online shopping.
Redseer expects around 10 crore shoppers to participate in the first 11-day phase of the festive sale, indicating continued demand for online shopping during the festive season.
