Fynd has released its Festive Season Report 2025, outlining how India’s e-commerce market is shifting from discount-led peaks to operational efficiency, wider regional participation and stronger omnichannel adoption. The report analyses performance across more than 60 brands on platforms including Myntra, Flipkart, Amazon, AJIO, Nykaa and Tata CLiQ through the September–October festive period.

The findings point to sustained demand from Tier 2 and 3 cities, which together accounted for 65% of total orders. Tier 3 cities alone contributed 46%, signalling deeper penetration beyond metros. Delhi, Maharashtra and Uttar Pradesh were among the top-performing regions, while Gujarat showed steady growth. Southern markets, led by Karnataka, contributed significantly to both demand and fulfilment a

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