Brands, sellers gear up for a strong finish to ecomm festive sale

Online sellers, marketplaces and brands are eyeing a strong finish to festive sales after a mid-season dip, with analysts expecting sales of Rs 22,000-25,000 crore in gross merchandise value (GMV) in the last week of the season, led by quick commerce.

So far, about Rs 85,000-90,000 (or 70-75%) of the estimated Rs 1.2 lakh crore in GMV has been clocked by the marketplaces, analysts said.

With much of the shopping in the final week happening for last-minute purchases and gifting purposes for Diwali, sellers and brands are expected to step up discounting…