Ecommerce firms are estimated to have sold goods worth around Rs 24,000 crore in the first two days of the festive season sale, driven by growth in order volumes, with mobile phones accounting for the biggest share in value terms, according to consultancy firm Redseer Strategy Consultants.

The consultancy firm estimated that shoppers placed about 8-9 crore orders across all platforms, including Amazon, Flipkart, Meesho, Ajio and many other marketplaces.

Redseer Strategy Consultants, Associate Partner, Nikhil Dalal told PTI that the first two days pointed to India's festive e-commerce basket getting wider. The growth is being led by order volumes, with consumers spreading spend beyond mobiles into fashion, electronics and appliances as well.

"Value fashion stood out, as shoppers from Tier 2 and smaller towns bought festive wear at accessible price points. The first two days saw over USD 2.5 billion (close to Rs 24,200 crore) in GMV, and around 60-65 million shoppers have already participated in the first two days," he said.

The growth in GMV (gross merchandise value) was around 6 times the business-as-usual (BAU) daily run rate, the firm said.

Players like Amazon and Flipkart are using their quick commerce arms for sales and increasing their salience on the platform, which saw 4 to 5 times higher GMV than the BAU daily average.

Sales of large appliances and electronics grew faster than the market, even as mobiles remained the largest category by value, according to the estimates.

Mobile phones are estimated to have accounted for 38-40 per cent or about Rs 9,100-9,600 crore of total sales.

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