E-Tailers on track to sell USD ~3.7 Bn of goods during festive event 1- up 60-65% y-o-y

Published on: Sep 2019

Key drivers of growth to be an expansion in online shoppers who will likely shop across categories (even beyond mobiles)

  • Compared to business as usual days, we expect that e-tailers will likely see a GMV spike of ~ 7X on these festive days (vs 6x last year)
  • More than 75 Mn gross transactions expected over the 6-day period this year vs ~45 Mn in 2018 festive days
  • Continued festive days growth is in-line with overall annual growth of the industry which is on track to grow 32% for the whole year 2019 to reach USD 32 Bn for CY19

Total unique shoppers expected to grow ~60% y-o-y, with many of them from Bharat; order values to drop slightly

Many of these shoppers to be from Tier 2+ cities/Bharat, who will likely be attracted by-

  • Improved/refined vernacular interface of platforms and wider than ever selection across categories
  • Attractive deals and easier credit availability, breaking the affordability barrier
  • The promise of fast delivery across categories driven by the widest supply chain network ever spread across smaller cities and regions

Consumer electronics and fashion are likely the most popular categories amongst customers to purchase this year

  • There is a wider trend of mobiles sales growth slowing down and mobiles accounting for a lesser share of GMV in 2019 than earlier years
  • RedSeer’s consumer sentiment analysis also shows that consumer electronics and fashion are preferred categories amongst consumers this year
  • Furniture also to be a key growth category in this festive season, driven by selection and upgraded supply chains

Historically, festive GMV has been more dependent on mobiles

For the whole festive month from starting from 29th Sep 2019, e-tailers likely to achieve USD ~7 Bn GMV


  • Sanjay oversees the Benchmarks offering and Mobility practise at Redseer Strategy Consultants. He has assisted in delivering competitive intelligence engagements for investors and PEs in India in the areas of e-commerce, food-tech, and ePharma.