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Our read
Flipkart is likely to shift its festive push toward fashion and phone financing offers to close the gap.
For operators
With smartphones down to 30% of festive GMV from 35% in 2025 and fashion GMV up 22-25% in the first two days, shift promotion budgets and inventory toward fashion and away from high-ticket electronics for the rest of the season.
Watch
Smartphone share of festive GMV above the 30% reported for 7-10 October, by the end of the sale, would mean big-ticket demand is recovering for handset makers.
The report: Festive e-commerce sales fall 7-10% in first four days as pricier smartphones and laptops weigh on demand
Festive e-commerce GMV fell an estimated 7-10% year-on-year to Rs 29,800-30,900 crore between October 7 and 10, against Rs 33,200 crore last year, per Datum Intelligence. Pricier smartphones and laptops weighed on demand, while fashion GMV grew 22-25%.
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Channel facts
From the report. Source details below
| GMV on 8-9 October (RedSeer): | $2.5 billion |
|---|---|
| Orders over 8-9 October: | 8-9 crore |
| Smartphone share of festive GMV this year: | 30% |
| Smartphone share of festive GMV in 2025: | 35% |
Signals to track
- Fashion GMV growth holding in the 22-25% range after the first two days
- Datum's final festive GMV estimate against the ₹33,200 crore of a year earlier
- New bank, EMI or exchange offers on phones and laptops from Flipkart or Amazon
- Flipkart or Amazon statements on festive order volumes that differ from Datum's estimate
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Flipkart is likely to push fashion and other lower-ticket categories harder in the rest of the sale, since fashion GMV grew 22-25% in the first two days.
- Flipkart may add card offers, no-cost EMI or exchange bonuses on smartphones and laptops to win back the share lost from 35% to 30%.
- Amazon is likely to match any new financing or exchange deals on phones and laptops, which keeps the discount race going.
- Smartphone and laptop brands may cut prices or add exchange value on festive stock, and they may question Datum's estimate.
- Flipkart and rival platforms are likely to emphasise order counts, new-customer growth or category wins rather than total GMV when they talk about the sale.