E-commerce retailers generated the highest in sales this year than in any previous year, according to a report by market research firm RedSeer Consulting. RedSeer’s analysis shows that the e-tailing industry generated Rs 15,000 crores in the 6-day sale, reflecting a 64% a year-on-year growth. In fact, the GMV of sales by Day 2 this year surpassed the GMV of the sale in the whole of last year’s season sales.

  • Flipkart dominated the festive sales, accounting for 62% of the GMV during the six days, while Amazon accounted for 38% of the market share.
  • Note that Flipkart did not include Myntra or Jabong sales.
  • Additionally, Amazon’s sale lasted a day more than Flipkart’s.
  • According to the report, smartphones and fashion, which sold 70% and 78% more respectively, drove Flipkart’s higher sales.
  • Overall, mobile and consumer electronics sales dominated 75% of the market share.
  • The first 2 days accounted for 60% of the sales, while the last 3 days accounted for the rest.

Xiaomi sold a whopping 1 million devices in one day on Amazon, while OnePlus sold devices worth Rs 400 crore.


RedSeer’s analysis was based on interviews with supply chain and brand experts, customer surveys, seller interviews, deal websites, and so on.

  • Expert interviews:
    • Supply chain experts: for shipment estimates
    • Bank and wallet experts: for digital transaction estimates
    • Brand interviews: for performance and share of brand sales
    • Category experts
  • Customer surveys: for perception of competition between platforms
  • Seller interviews: for performance of marketplaces
  • Deal websites: for traffic estimates of platforms
  • Player estimates
  • Scraping of online data, mystery shopping etc.

Read: E-commerce sales 2018: Xiaomi, Amazon, CashKaro: Who sold how much of what