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Festive e-commerce sales hit Rs 24,000 crore in first two days, with mobiles leading at 38-40% of sales
Our read
The two-day burst of about ₹24,000 crore will likely prove front-loaded, with the 11-day leg landing well above normal days but below a straight extrapolation of the 6x opening pace.
For operators
Plan inventory, fulfilment and support capacity for peaks near 6x the daily average, since Redseer's estimate of 8-9 crore orders in two days shows how sharply festive demand concentrates, and give fashion extra stock depth after its 22-25% year-on-year growth.
Watch
Shoppers above the 100 million expected over the 11-day first leg, in Redseer's post-leg tally, would mean demand outlasts the opening spike for sellers.
The report,
E-commerce firms sold an estimated Rs 24,000 crore of goods in the first two days of the festive sale, according to Redseer. Mobile phones led with 38-40 per cent of sales. GMV ran about 6 times the daily average. Fashion grew 22-25 per cent year-on-year.
- Festive e-commerce sales, first two days
- ₹24,000 crore
- Mobile phones share of total sales
- 38-40 per cent
Channel facts
From the report. Source details below
| Festive GMV in first two days: | USD 2.5 billion |
|---|---|
| Orders placed across platforms: | 8-9 crore |
| Consumer electronics share of total sales: | 25-27 per cent |
| Fashion share of total GMV: | 15-18 per cent |
| Expected shoppers in 11-day first leg: | 100 million |
What it means for online and offline
With about 100 million shoppers expected over the 11-day first leg and fashion at 15-18% of GMV and growing 22-25%, fashion and the fulfilment capacity behind it look like the more attractive partnership or acquisition areas than the mobile-led core.
Signals to track
- Redseer's final 11-day GMV against the 6x-daily-average pace of the first two days
- Mobiles' share of sales against the 38-40% reported for the opening days
- Fashion growth against the 22-25% year-on-year reported
- Marketplace or brand statements on order counts versus the 8-9 crore orders in two days
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Redseer Strategy Consultants is likely to publish a fuller 11-day festive estimate with category and shopper splits after the first leg closes.
- Leading marketplaces are likely to cite the two-day figures in their own announcements and push mobile and fashion deals to hold momentum in the later days.
- Mobile brands may hold back stock or new launches for the sale window, since mobiles account for 38-40% of sales.
- Fashion sellers are likely to increase inventory and ad spend for the remaining festive days, given 22-25% year-on-year growth.
- Rival channels such as quick commerce and brand-owned sites may run counter-offers to capture shoppers outside the marketplace sales.
The source
Published
Confirmed by Business Standard, NDTV Profit, Storyboard18, YourStory, BW Marketing World, BW Retail World, India Retailing, afaqs, Apparel Resources India, Fortune India
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