The research conducted by redseer suggests that despite the inflamation and discretionary spends that consumer is still willing to buy with delight in the upcoming festive season. Their sentiment regarding the fashion industry in particular is very positive an the industry might see significant growth this festive season.

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eCommerce Festive Season 22
Sentiment around 2022 Festive
Sep 2022

2. 2
© RedSeer
Key assumptions and definitions about festive sale events
Term Definition
eCommerce Definitions
▪ GMV- Gross Merchandise Value- Total value of items sold
▪ Metro refers to top 9 cities (Delhi/NCR, Bangalore, Hyderabad, Chennai, Mumbai, Kolkata, Pune,
Ahmedabad and Surat). Tier 1 is the next 40 cities
▪ Category definitions- Mobiles includes smartphones and feature phones, Electronics include devices and
non-devices, Large and Small Appliances include consumer durables, Fashion includes Apparel, Footwear
and Accessories, Others include Home, Furniture, Books & General Merchandise (Toys, Stationary, Sports&
Fitness, Beauty & Personal Care, etc.)
Festive Event 1 Sale Dates
▪ 2017- Sep 20th to Sept 24th
▪ 2018- Oct 9th to Oct 14th
▪ 2019-Sep 28th to Oct 6th
▪ 2020 Early Access- 15th October for Flipkart, 16th October for Amazon
▪ 2020 Flipkart Big Billion Days- 16th to 21st October
▪ 2021- Flipkart Big Billion Days- 2nd to 9th October
▪ 2022- Festive week (event 1) assumed as 23rd September-30th September (Including early access to Big
Billion Days)

3. 3
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1a. Customer Sentiment is bullish
80%+ customers are planning to buy during this year festive sales. The sentiment is
consistent across the city tiers
Source(s): Customer Surveys, RedSeer Analysis
Content should not be reproduced without RedSeer’s permission
Overall festive buying intention
% of respondents, N = 311, Surveys in Sep’22
83%
17%
Festive'22
84% 81% 83%
16% 19% 17%
Metro Tier 1 Tier 2+
No
Yes

4. 4
© RedSeer
11%
40%
23%
10%
25%
18%
15%
27%
28%
38%
42%
40%
7%
0%
16%
10%
5% 20%
10%
33% 28%
42%
28%
22%
57%
3%
Fashion Mobiles Beauty&
Personal
Care
Electronics Large
Appliances
FMCG/
Grocery
Wardrobe
Improvement
Upgradation of
existing products
Trial of New
Products
Need for
Additional
Products
Gifting
1b. Customer sentiment is bullish for Fashion category this festive
63% of users (7pp higher than last year) are planning to spend on Fashion
categories driven by ‘Wardrobe Improvement’
Source(s): Customer Surveys, RedSeer Analysis
Content should not be reproduced without RedSeer’s permission
16%
12%
27%
39%
44%
56%
18%
21%
27%
37%
53%
63%
Large Appliances
FMCG/Grocery
BPC
Mobiles
Electronics
Fashion
Festive'22 Festive'21
Q: What product categories are you going to purchase during
the festive sales?
% of respondents, N = 311, Surveys in Sep’22
What is the purpose of buying the product category?
% of respondents, N = 311, Surveys in Sep’22
Higher demand for Fashion expected in Festuve’22 driven by ‘Wardrobe
Improvement’

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Gross GMV of Overall E-tail and Online Fashion
CY 18- CY 22(P), USD Bn
1c. Fashion to show robust growth during this festive
Online fashion has grown ~4x between 2018-22 compared to ~3x growth for overall e-tail
driven by 2.5x growth in fashion shoppers and increasing penetration in Tier 2+ cities
Sources(s): Secondary Research, Expert Discussions, Redseer Analysis
Metro Tier 1 Tier 2+
CY 18 CY 19 CY 20 CY 21
CY 18 CY 19 CY 20 CY 21 CY 22(P)
3.1x
3.9x
Annual Transacting Users of Online Fashion
CY 18- CY 22(P), In Mn
2.5x
CY 22(P)
Segmentation of Online Fashion GMV across City Type
CY 18- CY 22(P), % of Gross GMV
CY 18 CY 19 CY 20 CY 21 CY 22(P)
Content should not be reproduced without RedSeer’s permission
Overall E-tailing
Online Fashion
1 USD= INR 70

6. 6
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Source(s): RedSeer Analysis
Festive’18
10%
Festive’21
Festive’19
47%
28%
14%
11%
48%
46%
27%
10%
53%
25%
9%
24%
14%
17%
4.6
17%
2.1
2.7
3.7
Festive’20
+29%
+37%
+24%
Mobiles
Others
Electronics + Large Appliances
Fashion
Festive Event 1 Sale Dates
▪ 2018- Oct 9th to Oct 14th
▪ 2019-Sep 28th to Oct 6th
▪ 2020- Oct15th to Oct 21st
▪ 2021- Oct 2nd to Oct 9th
▪ 2022 – Sept 23rd to Sep 30th
Festive Week India E-tail Category Trends
Key category themes
5.9
43%
23%
24%
Festive’22 (P)
+28%
1 USD= INR 70
11%
Category Mix in Gross GMV– Festive Week (Sale 1)
Festive’18 to ’22P, % of GMV, USD Bn
▪ Fashion category to see strong growth this
festive driven by increasing shopper base
from Tier 2+ cities and first-time shoppers
who start their online journey with
fashion. Growth of fashion will also be
driven by increasing participation of
fashion led players in the festive sales
this year
▪ Mobiles and Electronics category to
remain broadly strong and key during the
festive sales driven by better deals and
new launches during the festive sales
1d. Share of fashion in festive week 1 sales to increase by 9pp from 2018-22 driven
by strong growth momentum and increasing shopper base
Content should not be reproduced without RedSeer’s permission

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2a. Sellers are also going betting aggressively on fashion
Festive sales will see higher participation from Fashion sellers this year
compared to other categories
Source(s): Seller Surveys, RedSeer Analysis
Content should not be reproduced without RedSeer’s permission
7%
10%
3%
71%
52% 78%
5%
10%
2%
3%
7%
3%
10%
5%
Platform 1 Platform 2 Platform 3
Electronics/Home
Appliances
Jewellery
Furniture/Home
décor
Fashion/accessories
Mobiles/Tablets
Q: Which all product categories are you going to sell on various platforms during this year’s festive sales?
% of respondents, N = 100, Surveys in Sept’22 Sellers Speak
“We have seen a surge in the
fashion sales, in last few
quarters and hoping the
same for festive”
“Being a fashion seller- I am
hopeful that I will witness 2X
to 4X growth”
“ Electronics and Mobiles
have sold huge volumes in
last year festive, it will
happen again”

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2b. Seller sentiment is optimistic with decent growth
Sellers on eCommerce platforms are positive about volume growth during the
festive season
Source(s): Seller Surveys, RedSeer Analysis
Content should not be reproduced without RedSeer’s permission
16% 14% 16%
40% 38%
41%
34% 43%
25%
5%
0%
16%
5% 5% 2%
Platform 1 Platform 2 Platform 3
>65%
35-65%
15-35%
5-15%
<5%
Most sellers on platforms are expecting a robust
20%+ growth in Festive ’22 (1.2x higher than last
year’s festive) driven by
• Better consumer awareness
• Better support from the platforms
• Better sales planning by the sellers and the
platforms
However, sellers are planning to offer slightly
lower discounts than last year
~21% ~20% ~22%
Overall
Q: What is the expected growth in orders on platforms
compared to last year’s festive sales?
% of respondents, N = 100, Surveys in Sep’22

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© RedSeer
15%
27%
12%
39%
35%
32%
31%
26%
43%
11%
12%
7%
4% 6%
Platform 1 Platform 2 Platform 3
Strongly
Disagree
Disagree
Neutral
Agree
Strongly
Agree
3a. Platform-seller partnership becomes stronger
Sellers are largely satisfied with the support on planning and management
extended by the eCommerce platforms leading up to the festive period
Source(s): Seller Surveys, RedSeer Analysis
Content should not be reproduced without RedSeer’s permission
Q. How would you react to the following statement- "This year e-tailers have
given strong sales support around sales planning/inventory management“
% of respondents, N = 100, Surveys in Sept’22
Sellers Speak
“Platforms have been very supportive giving us
an understanding of the average demand during
the sales period and also providing quick query
resolutions”
“We have observed strong growth in sales
attributed to ads, and the platform has made it
simple to run ads”
“There have been orders from a lot of T2+ towns
recently and we are fulfilling greater order
volumes to some of these places compared to
last year ”

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