Small-town shoppers boost India's festive e-commerce surge

According to a Bank of America analysis based on Sensor Tower metrics, India's festive e-commerce window has begun with unusually high engagement from non-metro shoppers. Flipkart recorded 6.3 million simultaneous users during the opening hour of its Big Billion Days sale and saw new customer numbers increase by 34 %. Meesho’s Mega Blockbuster Sale experienced a 75 % year-on-year rise in orders and a 60 % surge in transacting users, especially from Tier III towns.

Amazon’s Great Indian Festival attracted almost twice as many first-time shoppers, with over 72 % of traffic originating beyond the nine largest metros. Fashion platforms also reported growth, with Myntra’s monthly active users reaching about 93 million and Nykaa Fashion climbing to roughly 17 million. Quick-commerce and food-delivery services showed modest festive gains, while overall usage spiked on key celebration days.