Ecommerce

Flipkart festive DAUs hit new high on day one

Non-metro shoppers and first-timers power Big Billion Days open; horizontal platforms see early volume lift.

Ananya Rao, Editor·26 October 2026·4 min read

Warehouse packing station with sealed cartons stacked under industrial lights ready for dispatch

Flipkart’s daily active users reached a fresh peak on the opening day of its Big Billion Days sale, according to a BofA note citing Sensor Tower data. New customers grew 34% and non-metros contributed roughly 60% of demand as the 2026 festive ecommerce season began strongly for horizontal platforms.

Myntra monthly active users rose 8% year-on-year to about 93 million in September, with daily actives up 40% in the first six festive days versus the prior month. Nykaa Fashion MAUs climbed 24% to 17 million while core Nykaa held leadership in beauty at around 20 million MAUs. Quick-commerce platforms saw little festive spike in daily usage.

Marketplace sellers and dark-store pickers face immediate volume surges that test packing lines and rider rosters. Higher first-time and non-metro orders raise average delivery distance and reverse-logistics risk, directly hitting contribution per order.

Non-metros accounted for about 60% of Flipkart demand on day one.

The early strength helps Flipkart and Amazon defend share against pure quick-commerce players that saw flat or slightly lower DAUs. It pressures offline festive promotions at department stores still waiting for weekend footfall to catch up.

Monitor the full festive window through Diwali for sustained DAU and GMV conversion. The next platform updates and any Sensor Tower follow-on will show whether non-metro momentum holds after the opening spike.

Filed under Ecommerce·Ananya Rao

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