Record Festive GMV, Thinner Seller Margin: The Bill Behind India's Q4 2026 Shopping Boom
·2285 words·11 mins
India’s festive season is heading for record GMV — Rs 24,200 crore in two days. But 35-45% of selling price now leaves the seller before COGS, penalties were repriced in August, and a January rule change ends discount theatre.
