A report predicts that online festive sales will surge to ₹1 lakh crore, driven by the expansion of quick commerce.

According to a survey by Datum, more consumers in the quick commerce sector prioritize delivery speed over discounts. The upcoming festive season is expected to see a 23% year-on-year increase in e-commerce sales, reaching approximately Rs 1 lakh crore ($12 billion), driven largely by quick commerce purchases in categories such as cosmetics and groceries. The report from Datum highlights that quick commerce will contribute around $1 billion, making up 8% of total sales, and will account for 51% of online grocery sales during the season. Despite the rise in quick commerce, major categories like mobile phones and fashion will continue to dominate festive spending, representing 50% of total sales. Both Flipkart and Amazon are set to launch their annual festive sales starting on September 26. Festive sales in India, which typically peak during Diwali and run through Christmas, have consistently accounted for 18-20% of annual gross merchandise value (GMV) since 2018, growing at twice the pace of overall online retail sales.