Ecommerce

Flipkart DAUs hit new high as festive ecommerce opens strong

Non-metro shoppers drive 60% of demand and new customers rise 34% on Big Billion Days day one, lifting marketplace sellers’ festive volume bets.

Ananya Rao, Editor·22 October 2026·4 min read

Open cardboard cartons and poly mailers stacked on a warehouse packing table under overhead lights

Flipkart’s daily active users hit a fresh peak on the opening day of its Big Billion Days sale, according to a 21 October BofA report citing Sensor Tower data. New customers grew 34% while non-metros accounted for about 60% of demand. Meesho and Amazon also posted strong starts in the festive window that runs to mid-November.

The festive ecommerce season began firmly for horizontal platforms, with Flipkart recording its highest DAUs on sale day one and concurrent users reaching 6.3 million in the opening hour. Myntra DAUs rose 40% in the first six days versus September levels.

Marketplace sellers and dark-store pickers now see heavier non-metro order flow. A seller packing apparel in a tier-2 warehouse must stock deeper on value SKUs because first-time buyers convert faster on discounts, while till systems at partner stores face higher return queries post-sale.

Non-metros drove about 60% of Flipkart demand as new customers rose 34%.

The surge helps Flipkart and Amazon sellers capture incremental festive GMV but squeezes pure D2C brands that lack marketplace visibility and quick-commerce players that saw only modest DAU lifts. Nykaa Fashion MAUs were up 24% yet its own events still drive sharper peaks.

Watch daily order trends through the 15 November close of the festive window and any mid-sale inventory restock announcements from major sellers for signs of sustained non-metro conversion.

Filed under Ecommerce·Ananya Rao

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