As private consumption surges in smaller cities and towns in India which is driven by high pent-up demand and premiumisation wave, the e-commerce platforms registered more than Rs 1 lakh crore in gross merchandise value (GMV) in the month-long festive season.

According to industry data, this is more than 20 per cent growth from last year’s festive sales on major e-commerce platforms in the country. The first week of festive sales (which began on September 26) alone saw business worth Rs 55,000 crore, which is almost half of the total sales.