The 2024 festive season sale in India concluded with a significant positive outcome, reporting over 14% YoY growth in order volumes and an 18% increase in gross merchandise value compared to Diwali 2023. The initial days of the sale saw the highest purchasing activity, supported by ongoing discounts throughout the month for various festivals. Notable growth was observed in new e-commerce categories like travel accessories and health devices, each exceeding 100% YoY growth, while gaming accessories also surged by over 85%. Traditional categories such as beauty products and dietary foods performed well, with order volumes growing by more than 100% and 40% respectively. Tier III cities outpaced Tier II towns with a market share of 36.4%, while Tier I cities accounted for the largest share at 40.1%. E-commerce platforms are increasingly leveraging technology to manage order returns amid the festive rush.