Bank of America's reported analysis found that Flipkart drew more daily active users than ever when Big Billion Days opened, although estimated marketplace gross merchandise value lagged its 2025 level.
Datum Intelligence data shared with The Economic Times put gross merchandise value in the first four days of festive sales at an estimated ₹29,800 crore to ₹30,900 crore. That compares with ₹33,200 crore in the equivalent period of 2025.
The Economic Times separately reported that dispatches during the first 10 days of Amazon's and Flipkart's promotions fell 10% to 12% from a year earlier, citing executives from retail and delivery businesses. Those executives linked weaker demand partly to higher electronics prices.
Bank of America's analysis used Sensor Tower data. Flipkart separately said 6.3 million users were on its platform simultaneously during one minute of the sale's opening hour. That figure counts people online at once, a different measure from daily active users.
Flipkart said shoppers outside major cities accounted for about 60% of demand. It also put the share of first-hour visits from Tier 3 towns and beyond at nearly half.
Amazon said its Great Indian Festival drew more than 440 million visits in its early phase, with more than 72% coming from outside the country's nine biggest metropolitan areas. Amazon India Vice President Saurabh Srivastava said the early results exceeded the company's expectations.
Meesho said orders placed on the first day of its Mega Blockbuster Sale rose about 75% from a year earlier. The number of customers placing orders increased about 60%, it said.
The company figures describe visits, customers and orders over different periods. None measures the same activity as the four-day merchandise-value estimate or the 10-day dispatch count.
Before the sales opened, Datum forecast festive online gross merchandise value of ₹150,000 crore to ₹155,000 crore, an increase of 25% to 29%. The forecast assumes order counts will rise while average basket sizes shrink. Datum's measurement period runs through Diwali on Nov. 8.
