The Great Indian Checkout: Festive Spirits Drive Record GMV
The 2025-26 festive season has kicked off with an unprecedented spending spree. In the first seven days of the festive sales, Amazon.in and Flipkart have together recorded a Gross Merchandise Value (GMV) of ₹60,700 crore. This represents a massive 29% increase compared to the previous year, marking the strongest start to the shopping season in Indian history.
A key highlights of this year’s sale was the implementation of “direct-to-consumer” tax passing, where over ₹300 crore in GST benefits were passed on directly to shoppers, further driving sales in high-ticket categories like premium smartphones, large appliances, and luxury watches.
Gen Z and Tier-2 Growth
Data indicates that over 60% of new customers originated from Tier-2 and Tier-3 cities, while “Gen Z” shoppers led the surge in fashion and beauty categories. Flipkart’s “Big Billion Days” and Amazon’s “Great Indian Festival” continue to be the primary drivers of India’s digital economy, accounting for nearly 15% of the total annual e-commerce volume in just one week.
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