65% of festive fashion orders hinge on Tier II & III operational shift, says report
20 November 2025, Mumbai
The Indian e-commerce festive season was defined by a seismic shift in consumer geography, as the Fynd Festive Season Report 2025 revealed 65% of all fashion orders originated from Tier 2 and Tier 3 cities, with Tier 3 alone commanding a remarkable 46% of this volume. This geographical expansion coincided with a key category breakout: footwear sales, historically challenging for online retail due to sizing concerns, surged from just 7% to 33% of total festive orders. This finding establishes non-metro markets as the industry’s central growth engine, solidifying the duopoly of Myntra and Flipkart, which together captured 89% of the order volume across major marketplaces.
Strategy Pivot: From discounts to fulfillment excellence
This consumption wave from 'Bharat' is forcing a structural overhaul in retail strategy, signaling a transition from promotional tactics to operational efficiency. The report shows average discounts were rationalized, dropping from 44% to 34%, as brands prioritized profitability and everyday value. The focus has pivoted to logistics and proximity: store-based fulfillment reached 51%, matching warehouse dispatch for the first time—an omnichannel initiative crucial for reducing delivery times and returns. Farooq Adam, Co-founder of Fynd, underscored this, stating, “The brands that will win from here… will design for India’s regional realities, serve rising demand from smaller cities with faster fulfillment, and build prepaid trust.”
Flipkart-owned Myntra, a key player founded in 2007, leverages its vast logistics network and localized product feeds to overcome the last-mile delivery challenges and maintain market dominance in these crucial, value-conscious regions.
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