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Indian e-commerce platforms recorded sales exceeding Rs 54,500 crore in the first week of the festive season, making up approximately 55% of the total sales projected for the upcoming month.
According to data from Datum Intelligence, a consumer technology market research firm, this marks a 26% increase in sales compared to the same period in 2023. The primary drivers of these sales were mobiles, electronics, and consumer durables, with home and general merchandise categories also contributing significantly. These categories accounted for 75% of the overall sales, while smartphones and TVs led purchases in tier 2 and tier 3 cities, making up over 70% of sales in these regions.
The festive shopping period, which began on September 26, will continue until November 3, concluding after Diwali. Overall sales during this period are expected to reach Rs 1 lakh crore.
Fashion, groceries, beauty, and personal care products have seen a notable surge in demand, with sales rising by 2-4 times compared to regular periods. Similarly, orders for toys, books, and kitchen essentials increased 2-5 times in the first week.
Shoppers are increasingly turning towards quick-commerce platforms, especially for lower-priced categories like groceries, beauty, and personal care. Key trends this festive season include the influence of Artificial Intelligence (AI), the rise of micro-influencers, and the growing popularity of quick-commerce in shaping consumer choices.
In a separate report, it is projected that more than 35 million smartphones will be sold during the festive period, marking a 3% year-on-year (YoY) growth in volume and a 9% YoY increase in value. The ultra-premium smartphone segment (priced above Rs 45,000) saw a 12% YoY growth during the initial week of sales, driven by strong performances from Apple and Samsung. The festive season typically accounts for 20-25% of the annual smartphone sales in India.
