Diwali magic: Online platforms get back their bang after muted start

The festive season sale brought a much-needed boost in online shopping after a muted start to the year in the first half. Ecommerce companies and online brands reported a steady uptick in sales with categories like electronics, food, grocery, and jewellery reporting double-digit growth over last year.

Even as offline retail is operating at full strength, data from consulting firm Grant Thornton Bharat estimated more than 50% of total festive sales to have come through online platforms against 45% in 2022.