Mid-year ecommerce sales spike sets the stage for cracking festive season

Ecommerce order volumes during the recent sale period grew 19% compared with a year earlier, according to market trackers and analysts.

This sharp discounts-driven rise in consumer demand, across categories such as smart TVs, headphones, air conditioners, kids’ essentials, and luggage, is seen setting the tone for the festive season that starts in September, according to brands and industry analysts.

The July 11-14 sale window, which saw overlapping campaigns from marketplaces like Amazon India and Flipkart as well as direct-to-consumer brands, marked…