Data from Fynd, a retail technology company, reveals that half of all online fashion transactions in India between September and October 2026 fell under Rs 1,000 in price. This trend highlights shoppers’ inclination toward economical selections during the holiday months.
While items costing over Rs 3,000 made up only 11.8% of total orders, they generated more than 41% of the combined sales revenue. The analysis shows a consumer behavior balancing frugality with targeted higher-end purchases.
The study examined purchasing habits across over 65 brands operating on eight platforms: Myntra, Flipkart, Amazon, AJIO, Nykaa, JioMart, Tata CLiQ, and Tata CLiQ Luxury.
Seasonal discounts averaged 46% in 2026, up from 34% the previous year, with nearly half of all transactions benefiting from promotions exceeding 50%. Despite these aggressive offers, shoppers maintained disciplined spending habits.
Footwear dominated online fashion sales during the period, representing 52.7% of orders and 58.4% of total revenue. Its share of orders increased from 33% in 2025.
Conversely, clothing saw its order share drop from 48% in 2025 to 34.5% in 2026. This shift indicates moderation in discretionary fashion purchases as consumers prioritised products with greater everyday utility.
Regional demand patterns also evolved, with Eastern India contributing 20.8% of all orders. West Bengal emerged as the nation’s second-largest ordering state.
Tier 2 markets strengthened their contribution, increasing their share of online fashion orders from 19% in 2025 to approximately 35% in 2026. Meanwhile, Tier 1 cities continued to account for around 43% of orders but contributed 56% of gross merchandise value (GMV), indicating higher average spending in larger urban markets.
Market competition intensified as Myntra and Flipkart, once commanding 89% of sales, saw their combined share shrink to 76.8%. Rivals like AJIO, Amazon, and JioMart gained traction.
Online payments accounted for 56.5% of transactions, with prepaid methods particularly popular in eastern regions. The overall return rate for the period stood at 11.8%, with clothing returns at 14.9% compared to 10.5% for footwear.
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