India’s leading e-commerce marketplaces recorded an estimated Rs 24,000 crore in sales during the first two days of the festive shopping season as consumers increased their spending on smartphones, electronics, appliances and fashion, according to a report by Redseer Strategy Consultants.
Online platforms, including Amazon, Flipkart, Meesho and Ajio, generated a combined gross merchandise value (GMV) of more than $2.5 billion, or approximately Rs 24,200 crore, during the opening two days of festive sales, the consultancy estimated.
Redseer reported that shoppers across the country placed around 8-9 crore orders, while approximately 6-6.5 crore consumers participated in the shopping event.
The festive sales value reached nearly six times the average daily business-as-usual run rate, highlighting strong consumer demand during the opening days of the shopping season.
Smartphones led sales across categories, contributing 38-40 per cent of total GMV. The segment generated an estimated Rs 9,100-9,600 crore during the first two days.
Consumer electronics ranked second, accounting for around 25-27 per cent of total sales, or approximately Rs 6,000-6,500 crore.
Fashion products contributed 15-18 per cent of overall GMV, generating an estimated Rs 3,630-4,350 crore during the period, the report noted.
Large appliances and electronics also attracted strong demand. Televisions, refrigerators and air conditioners together accounted for more than two-thirds of large-appliance sales.
In the television segment, 55-inch models from brands such as TCL, LG, Samsung and Xiaomi dominated consumer demand. These models represented more than three-fourths of the top-selling stock-keeping units (SKUs), according to Redseer.
The consultancy noted that electronics sales had already grown by more than 20 per cent in the first half of 2026 as consumers brought forward purchases amid expectations of higher prices later in the year.
During the first two days of festive sales, electronics orders climbed to nearly 14 times their normal daily levels. Strong demand for laptops and internet-connected devices helped drive the surge.
Fashion also emerged as a major contributor to festive shopping growth. The segment recorded a 22-25 per cent year-on-year increase in GMV, while sales reached three to five times average daily levels.
Affordable festive apparel attracted particularly strong demand in Tier 2 cities and smaller towns, further supporting the fashion category’s performance.
The strong opening reflects the growing importance of festive sales for India’s e-commerce industry, as online marketplaces attract millions of shoppers with discounts, product launches and promotional offers across major consumer categories.