Fynd has released its Festive Season Report 2025, revealing significant shifts in India’s e-commerce landscape as the market moves away from discount-driven peaks toward operational consistency, regional expansion and stronger omnichannel integration. The report evaluates performance across more than 60 brands on platforms including Myntra, Flipkart, Amazon, AJIO, Nykaa and Tata CLiQ during the September–October festive period.
A key trend highlighted is the growing influence of smaller cities in driving online consumption. Tier 2 and 3 centres accounted for 65% of total orders, with Tier 3 cities alone contributing 46%, underscoring deepening digital adoption outside metros. Delhi, Maharashtra and Uttar Pradesh led overall demand, while Gujarat posted stable growth. Southern markets, particularly Karnataka, played a major role in both demand generation and order fulfilment. Digital payments accounted for 53% of all transactions, though cash-on-delivery remained popular in smaller towns.
Category performance also saw a shift, with footwear rising sharply from 7% to 33% of festive sales-signalling expanding consumer confidence in lifestyle and fashion purchases. Marketplaces remained dominant, with Myntra and Flipkart jointly capturing 89% of order volumes. The average discount rate dropped from 44% in 2024 to 34% in 2025, reflecting more disciplined pricing and the industry’s move toward year-round value.
A major milestone was store-based fulfilment achieving parity with warehouses at 51%. Fynd estimates this prevented nearly 4% of potential lost sales through faster delivery and improved cross-location inventory routing.
Commenting on the findings, Fynd co-founder Farooq Adam noted that India’s e-commerce momentum is increasingly driven by “speed, proximity and precision,” adding that brands poised for sustained growth will prioritise operational efficiency, regional responsiveness and trust-led prepaid adoption over aggressive discounting.
