"brushing off the low sales to HOLIDAYS
is not valid for india" - ...
1: Diwali is not the peak time for online sales. Post Diwalii, Rakshabandhan, Valentines is the peak period. (Can name the source here, but is an industry person)
2: During Diwalii most buyers prefer to see and feel the product before the purchase instead of order online.
3: After diwalii and post diwalii sales, buyers go easy and last week December / jan is always slow.
4. Edward: Increased fees hasn't caused the low sales. It affects the sales of competitive high value products more. A buyer buying at shoppers stop will always buy there, although BigBazaar or other chains might offer better pricing, similarly online shopping has its own base of buyers ...
TechiE