Festive ecommerce season off to strong start, Flipkart DAUs hit new high: BofA report

India's 2026 festive ecommerce season has begun on a strong note for online retail firms, an encouraging sign for the festive season, according to a BofA report based on Sensor Tower data.

Flipkart's daily active users (DAUs) hit a new high on the first day of its Big Billion Days sale. Meesho and Amazon also reported strong opening days, the report said.

Non-metro shoppers and first-time users were the key drivers of demand across horizontal platforms. New customers on Flipkart grew 34 per cent, and non-metros accounted for about 60 per cent of its demand.


In fashion, Myntra remains the largest platform, with MAUs up 8 per cent year-on-year to about 93 million in September.

Its DAUs rose 40 per cent in the first six days of festive sales compared with September. Nykaa Fashion's MAUs grew 24 per cent to about 17 million, while Nykaa remains the leading beauty and personal care platform with about 20 million MAUs, with its own promotional events the main driver of engagement.

Quick commerce and food delivery continued to grow structurally but saw little festive lift in daily usage, the report said. Blinkit's monthly active users (MAUs) rose 53 per cent year-on-year to about 58 million in September. Its average DAUs rose 3 per cent over September levels in the first six days of the sale, while Zepto fell 2 per cent. Usage on these platforms tends to spike on occasions such as Raksha Bandhan and Valentine's Day.

Retail credit, including EMI, also supported festive demand across platforms, the report added.