New Delhi: India’s online shopping patterns are becoming less tied to the festive season, even as mobiles and electronics continue to dominate the September–October sales period, according to a new study by consulting firm Redseer.

The report noted that the country’s e-commerce market is gradually shifting toward a more even year-round demand curve. However, categories such as mobiles and electronics remain heavily dependent on festive sales, making them operationally riskier.

“India’s online retail landscape is evolving toward a more balanced demand curve, but mobiles and electronics still dictate the rhythm of the festive season,” Redseer stated. The study found that mobiles showed the steepest sales swing, recording a Seasonality Index Difference of 1.7, followed by electronics at 1.3. Both categories peak sharply during September–October, with mobiles reaching a monthly index near 2.3 and electronics around 2.0 — underscoring their dependence on festive demand.

Redseer suggested that brands should work to reduce their dependence on the festive surge by introducing exclusive products or special promotions in slower months, particularly during the first quarter of the year.

By contrast, sectors like grocery, beauty, and personal care displayed the most consistent performance, driven by recurring low-ticket purchases throughout the year. Home, furniture, and fashion showed moderate seasonality, with identifiable but less pronounced festive peaks.

While India’s online retail market is steadily flattening its traditional festive curve, Redseer said the long-term winners will be those who maintain growth by managing sales peaks efficiently while building demand during lean months.

“The goal is to flatten the curve as much as possible, but strategies must align with each sector’s volatility. Platforms that can strengthen steady categories to sustain traffic and ease the pressure of single-season spikes will hold the advantage,” the report concluded.

With inputs from PTI