January 22, 2026

People are talking about the massive discounts being offered in cut-throat competition in the online shopping space. Flipkart, Amazon and Paytm Mall are at the forefront of this festive bonanza being spread out for the consumer.

Apart from the discounts, a new feature introduced this year is the instant loan that is being offered by some financiers against Aadhar details. “Extend your budget” is the tagline that is being used to promote this new offering.

The customer is being enticed with discounts of over 50% going up to 70%. All aggregators have tied up with a particular bank to offer additional instant discount up to 10% on using that bank’s credit and debit cards. EMI options are also available as usual. Paytm is offering additional cash back in its wallet. Hence, it is being ensured that the customer does not go away empty-handed, especially if the product he selects goes over his immediate budget. All sites are also offering exciting prizes for shopping through the app.

The goodies on offer range from fashion, accessories, gadgets, appliances with a focus on home appliances and mobiles. For those who had postponed their purchase decisions, this is the best time to buy these items at the lowest price. But an avid online shopper suggests that people do their homework by searching for the best option among the offers on the big three platforms.

Each platform is promoting the sale furiously. Flipkart is the clear frontrunner in this, having Amitabh Bachchan, Virat Kohli, Alia Bhat, Mahendra Singh Dhoni and Saurav Ganguly as endorsers. Amazon and Paytm are highlighting the offers without relying on celebrity endorsement.

But one thing is sure. The consumer is in for a feast before the festivities begin.