Mobile and lifestyle still dominate but are ceding share to grocery, appliances, and personal care.
Nearly 70% of shoppers expect to spend more than 2024, with 29% projecting an 11-25% increase and 15% planning a spike of over 25%. Only 17% expect any reduction in expenditure.
Festive sales projected to cross ₹1,20,000 crore, marking 27% YoY growth over 2024. This reinforces the decade-long upward trajectory since 2014 in India's festive eCommerce market.
Mobile (30.6%) and lifestyle (19.8%) continue to dominate. But grocery (11.9%), appliances, and personal care are gaining share, reflecting diversification beyond big-ticket items.
Quick commerce share jumps to 12% from 8% in 2024. Net order value more than doubled YoY to an estimated $1.6 billion. Blinkit, Zepto, and Swiggy Instamart expanding beyond grocery into gifting and beauty.
Amazon (83%) and Flipkart (79%) dominate purchase intent. Myntra (53%) and Meesho (52%) hold strong in fashion and value segments. Blinkit (37%) enters the top five ahead of Nykaa.
Urban sentiment turned net positive (+0.4) for the first time since 2022. Rural confidence surged to a record +37.2. Card payments on eCommerce rebounding ~20% YoY in Q1 2025.
Online survey of 2,000 online adults across 20 cities in India, conducted between 10th August and 20th August 2025. Festive season defined as starting from the first day of Big Billion Days / Great Indian Festival through 23rd October (Diwali).
Source: Datum Festive Barometer Study, 2025
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