Will this Diwali light up e-tailers’ business or burn a hole in their pockets?

Diwali is the best shopping time for Indian consumers as the best bargains are made during the festive season. No wonder, then, that e-commerce companies are going all out to attract customers by rolling out discounts and other others and burning a huge amount of money in marketing. This has certainly helped the online retailers sell more goods and increase their gross merchandise value compared with last year. But have they improved unit economics are they any closer to achieving profitability? We evaluate what this festive season means for e-tailers.

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