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Festive e-commerce sales fall 7-10% in first four days as pricier smartphones and laptops weigh on demand
Our read
Flipkart will more likely than not finish the festive sale below last year's GMV, with fashion growth narrowing but not closing the gap left by weaker smartphone and laptop demand.
For operators
With smartphones down to 30% of festive GMV from 35% in 2025 and fashion GMV up 22-25% in the first two days, shift promotion budgets and inventory toward fashion and away from high-ticket electronics for the rest of the season.
Watch
Smartphone share of festive GMV above the 30% reported for 7-10 October, by the end of the sale, would mean big-ticket demand is recovering for handset makers.
The report
Festive e-commerce GMV fell an estimated 7-10% year-on-year to Rs 29,800-30,900 crore between October 7 and 10, against Rs 33,200 crore last year, per Datum Intelligence. Pricier smartphones and laptops weighed on demand, while fashion GMV grew 22-25%.
Channel facts
From the report. Source details below
| GMV on 8-9 October (RedSeer): | $2.5 billion |
|---|---|
| Orders over 8-9 October: | 8-9 crore |
| Smartphone share of festive GMV this year: | 30% |
| Smartphone share of festive GMV in 2025: | 35% |
Signals to track
- Fashion GMV growth holding in the 22-25% range after the first two days
- Datum's final festive GMV estimate against the ₹33,200 crore of a year earlier
- New bank, EMI or exchange offers on phones and laptops from Flipkart or Amazon
- Flipkart or Amazon statements on festive order volumes that differ from Datum's estimate
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Flipkart is likely to push fashion and other lower-ticket categories harder in the rest of the sale, since fashion GMV grew 22-25% in the first two days.
- Flipkart may add card offers, no-cost EMI or exchange bonuses on smartphones and laptops to win back the share lost from 35% to 30%.
- Amazon is likely to match any new financing or exchange deals on phones and laptops, which keeps the discount race going.
- Smartphone and laptop brands may cut prices or add exchange value on festive stock, and they may question Datum's estimate.
- Flipkart and rival platforms are likely to emphasise order counts, new-customer growth or category wins rather than total GMV when they talk about the sale.