Fashion gross merchandise value grew 22–25% year-on-year during the first two days of India's festive e-commerce sales, according to Redseer Strategy Consultants. The category accounted for an estimated 15–18% of total online sales across the event's opening 48 hours.

The figure gives brands and marketplace sellers a first read on the festive season, the most consequential selling window in the Indian e-commerce calendar. For apparel vendors and factory planners, the opening-days multiple is the more operationally significant number: fashion recorded three to five times its average daily GMV compared with business-as-usual periods.

What does the spike mean for sellers and suppliers?

A 3–5x multiple on baseline daily volumes compresses fulfilment into a narrow window. Sellers that had pre-positioned inventory in marketplace warehouses before the event opened were positioned to capture the surge; those relying on post-order replenishment faced longer effective lead times at exactly the moment delivery-speed rankings matter most.

The Redseer estimate also frames the category's weight in the event. At 15–18% of total online sales, fashion sat within a clustered field of categories during the opening days, meaning apparel sellers competed for shared logistics capacity — courier slots, packaging supply and warehouse throughput — alongside electronics and other high-volume segments.

How reliable is the number?

The figures come from Redseer Strategy Consultants, an advisory firm whose festive-season trackers are widely used by Indian e-commerce and consumer businesses. The 22–25% range and the 15–18% share are estimates rather than platform-reported results; neither Flipkart nor Amazon nor Meesho has disclosed official category-level GMV for the event window.

The year-on-year comparison basis matters for buyers and sourcing teams reading the trend. A 22–25% increase on the equivalent two-day period last year signals continued category expansion online, but the estimate does not separate volume growth from price-mix effects such as discounting depth or a shift toward higher-value festive apparel.

Redseer attributes the uplift to increased consumer spending on festive apparel during the event's opening days.

What happens next?

For supply-chain planners, the practical takeaway is straightforward: festive demand front-loads into the first days of the event, and inventory positioning ahead of the opening — not reactive replenishment — determines how much of the surge a seller converts. Brands and vendors will be watching whether the 22–25% growth rate holds through the remaining event days, and whether Redseer's full-season estimate, once published, confirms the opening trend.