Amazon leads in trust, reliability, and reach, recording 38 crore visits in the first two days of its festive sale
NEW DELHI – 10 October 2025: India’s e-commerce ecosystem has entered a new era of accelerated growth and maturity, shaped more by trust and reliability than by discounts alone. According to the Infisum–Empower India Festive Performance Report 2025, Amazon has emerged as the most trusted and reliable e-commerce platform for Indian consumers, with an industry-best 85% customer satisfaction rate (Kantar), and consistentlyleading in delivery reliability, product authenticity, and overall shopping experience.
The report, which compares the festive season performance of Amazon, Flipkart, Meesho, reveals how consumer behaviour is evolving: Amazon set a recordof the highest-ever customer visits in just the first two days of its Great Indian Festival. In comparison, Flipkart reportedstrong double-digit growth in Tier 2 participation and demand for premium products, while Meesho attracted around 24 crore visitors, largely from smaller towns.
The study notesthat while affordability remains important, especially for first-time buyers, trust and reliability are the defining factors shaping purchase behaviour. A YouGov survey cited in the report found that 51% of shoppers expressed fatigue with mega sale events due to perceived discount inflation, while 40% cited poor product quality as a deterrent to online shopping.
“Our research reveals a fundamental shift in what drives Indian consumer decisions online,” said Dr. Badri Narayanan Gopalakrishnan, Founder, Infisum. “As the market matures, discount fatigue and heightened concerns about product authenticity are reshaping consumer behaviour. Amazon’s focus on trust and reliability has given it a competitive edge, particularly among quality-conscious consumers.”
“This report provides a clear snapshot of how platforms are carving out distinct identities,”said K. Giri, Director General, Empower India. “Amazon stands out with its premium and nationwide consistency, Flipkart with its electronics strength, and Meesho with its affordability-first model.What’s most remarkable is that a majority of Amazon’s record-breaking festive traffic came from Tier 2 and Tier 3 cities; proving that Bharat is not just buying more butbuying better.”
The report also underscores a shift towards premiumization this festive season, with shoppers spending more on electronics, appliances, and aspirational lifestyle products. Amazon led the surge in premium smartphone, QLED and Mini-LED TV, and appliance sales, while Flipkart saw demand jump for premium refrigerators and dishwashers.
The research also briefly examined Blinkit’s emergence in the quick commerce sector, noting its strong urban footprint and leadership in fast delivery with over 50% market share, though challenges remain in scaling beyond metro areas.
The study concludes that while Flipkart and Meesho continue to play important roles in India’s diverse e-commerce ecosystem, Amazon’s integration of trust, scale, and innovation sets it apart as the most comprehensive platform for Indian consumers in 2025.
About Empower India
Empower India is a leading policy think tank dedicated to generating insights and solutions to drive inclusive economic development. Through rigorous research and analysis, Empower India offers actionable recommendations to foster sustainable growth and equitable progress in urban and rural communities.
About Infisum
Infinite-Sum Modeling is a global economic research and advisory firm that applies rigorous, model-based analysis to inform policy and strategy. Established with the belief that growth is collaborative and non-zero-sum, Infisum partners with governments, institutions, and businesses to design solutions in areas such as trade, energy, climate, labor, and investment strategy. By combining academic rigor with real-world expertise, Infisum delivers insights that drive sustainable and inclusive outcomes.