E-commerce firms Amazon, Flipkart may clock $9 bn in gross festive sales

Overall online GMV expected to touch $49-52 bn, up 37% from last year, driven by strong consumer funnel expansion and high adoption of online shopping post-Covid

E-commerce firms Amazon, Flipkart, and others are expected to witness blockbuster festive season sales of about $9 billion this year surpassing the pre-pandemic sales of $5 billion witnessed during the festive month in 2019. The pandemic has accelerated the shift to e-commerce, with an increasing number of consumers shopping online at a higher frequency than last year, according to analysts.

This year’s (2021) festive sales (Gross GMV or gross merchandise value) is expected to grow 30 per cent year-over-year to $4.8 billion during the first week of the festive season and potentially clock over $9 billion GMV during the