Online platforms logged sales worth USD 9.2 billion during this year's festive sale, up about 23 per cent over last year.
A slew of new launches and easy financing options had led Mobile phones to continue to remain the most widely-sold product category during this time, accounting for more than a third of the total GMV.
Driven by consumers' desire to refresh their wardrobes and new innovative business models catering to shoppers in tier 2 cities, the sales of Fashion items via online channels doubled this year, according to a recent Redseer report.
The Flipkart Group emerged as the leader during the festive sales with a 62 per cent market share, the report added.
On the other hand, the categories that witnessed subdued growth this year included the likes of home furnishings, home decor and other electronics.
The overall online shopper base grew by about 25 percent compared to last year, with 57 percent of the total shoppers coming from tier II cities and beyond, indicating that this year's festive sales were dictated by affordability schemes.
While the overall online GMV and the absolute number of shoppers both increased, the GMV per user declined from Rs. 6,570 to Rs. 6,490 as relatively less expensive items such as fashion products saw an increase in their share of the overall GMV.