I-Day, Rakhi sales signal festive orders may jam ecommerce route

The ecommerce sector is gearing up for a busier festive season than last year, with analysts and consumer brands projecting a 15-20% increase in order volumes based on signs from the initial sale events and demand during festivals such as Raksha Bandhan.

Ecommerce platforms launch pre-festive sales such as Independence Day sale to drive the momentum for the festive season that begins with Raksha Bandhan in mid-August and peaks during Diwali, which is in mid-October this year. Amazon and Flipkart’s Freedom Sale this year coincided with the Raksha Bandhan week, which helped brands see more sales than usual.