WEDNESDAY, 21 OCTOBER 2026

QHAAT

Today in Indian Retail

Ecommerce

Flipkart DAUs hit new high as small-town shoppers lead festive open

Non-metros supply 60 per cent of demand and new customers rise 34 per cent in the first days of Big Billion Days.

, Editor··4 min read

Stacked cardboard cartons and packing tape on a warehouse floor under warehouse lights
Stacked cardboard cartons and packing tape on a warehouse floor under warehouse lights

Flipkart’s daily active users reached a fresh peak on the opening day of its Big Billion Days sale, according to a Bank of America report using Sensor Tower data released around 20-21 October. Non-metro shoppers accounted for about 60 per cent of demand while new customers grew 34 per cent.

Early access on 8 October generated over 287 million sessions; the full open drew 6.3 million concurrent users in one minute. Nearly half the opening-hour visits came from Tier-III towns and beyond. Myntra DAUs rose 40 per cent in the first six festive days versus September.

A rider in a Tier-III pin code now carries higher order density for electronics and apparel. Dark-store pickers and marketplace sellers see the first real volume spike of the season from first-time users.

Non-metros accounted for about 60 per cent of its demand.

The surge helps horizontal platforms and their seller base yet puts pressure on pure-play fashion apps and quick-commerce players that recorded almost no festive DAU lift. Nykaa Fashion MAUs grew 24 per cent to 17 million but still relies more on its own sale events.

Watch the full festive window through Diwali for repeat rates from the new non-metro cohort and any update on average order value.

Filed under Ecommerce·Ananya Rao

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