Digital Marketing

For a small business, the festive season isn’t just a busy stretch; it’s the stretch. Cashfree data shows a small business’s average order value (AOV) nearly triples during these months, growing from Rs. 1,142 to Rs. 3,000, a jump sharper than the platform-wide AOV lift of 62.5%. And for a new seller especially, 40% of a business’s entire year of revenue rides on these few weeks.

None of that upside comes free to a business signing up for a payment gateway right before the window opens. A brand-new seller pays the same fee, on transaction one, as an established seller with years of volume behind them. There is no ramp-up that accounts for the fact that a new seller has not yet built volume, trust, or margin cushion, at a moment when it is already stretching its margins to run festive offers.

That is the gap Cashfree Payments’ new offer sits inside. The company has waived payment gateway fees entirely on the first Rs. 20 lakh Gross Merchandise Value (GMV) for all new businesses signing up on their platform, valid till March 31, 2027. The more useful story is not the offer itself, but why it works for both sides.

The pressure points of a first festive season

Cashfree’s own data points to three specific chokepoints for first-time merchants: time to go live, since documentation and integration typically eat into days a festive-season seller cannot spare; uptime and support during a peak-intent window, when a single payment failure can cost a business a customer; and settlement timing, particularly when a settlement day falls on a weekend and a business’s busiest sales days coincide with its bank’s closed days.

Roughly 25,000 companies are set up every month in India, and about 20% of them sign up with Cashfree to explore payments. Industry onboarding norms run to multiple days, and settlement typically follows a two-day cycle. For a seller whose entire year hinges on a compressed high-volume window, a few days lost to onboarding is festive trade lost, and every extra day of settlement lag ties up cash a new business has little slack to spare.

The infrastructure also has to hold up exactly when a new merchant is testing a provider for the first time. The festive season sees 11x more transactions than an average day, so a first-time seller’s early volume is likely to land inside a stress-tested window, not a quiet one. Layered on top of an untested, high-stakes, time-short business, a standard gateway fee compounds all of it.

Why the offer is timed the way it is

The 0% waiver applies to a new business’s first Rs 20 lakh GMV, through March 31, 2027, timed specifically around the festive run. Cashfree says 90% of new sellers who sign up ahead of the season stay under that mark across the entire period, so the waiver effectively covers a new seller’s whole festive season, not a token opening slice of it.

Cashfree treats Rs 20 lakh as a tipping point rather than an arbitrary number.Once a business crosses it, sellers tend to scale quickly: inventory grows, ad spend increases, and offers become part of the playbook. Getting there, though, is the hardest part of the journey. Faster onboarding and next-day settlement are built to protect the runway a seller needs to get there. On top of this, a dedicated account manager, assigned from signup, is meant to support a seller through the sale itself, not step in after something has already gone wrong.

Why this is smart for the seller

For a seller, the offer removes a fixed cost precisely when unit economics are tightest. Margin that would have gone toward gateway fees on the first Rs 20 lakh of GMV can instead go toward the festive-season offers and ad spend that drives basket size.

Why this is smart for Cashfree

For Cashfree, the offer is a bet placed during the highest-intent evaluation window of the year. SMBs are a sticky segment: once a business picks a payment partner, it rarely switches. By making itself the default choice for new sellers evaluating gateways ahead of the festive season, Cashfree is picking up merchants at the exact moment they are choosing who to stay with. And because merchants who cross Rs 20 lakh GMV contribute disproportionately more revenue than those who stay under it, the offer is really an attempt to get as many new sellers as possible to that inflection point, in the one window of the year most likely to get them there.

Cashfree has also observed that small businesses on the platform tend to move from small to mid-market within three to six months, against more than a year otherwise, reinforcing why capturing sellers early pays off well beyond the waived fees.

The two threads meet at the same point: a seller trying to protect margin during the hardest stretch of a business, and a payments company trying to be the one that helped them get there.

As Akash Sinha, Co-founder and CEO, Cashfree Payments, put it: “The 0-to-1 journey is the hardest, and most important, one for any small business. For the sellers we work with, that journey is really about reaching the first Rs 20 lakh in sales.”

“Once a business gets there, we’ve seen it start to scale meaningfully. The festive season is when most businesses have their best shot at hitting that milestone, and we wanted to help them get there faster. That’s why we’re offering 0% payment gateway fees on a business’s first Rs 20 lakh in sales this season,” he says.

Sinha adds that the 0-to-1 stretch comes with enough obstacles already; sometimes what a founder needs most is one less thing to worry about. “We’ve been through that stretch ourselves, and it was the support of our early customers that got us through it. We want to offer new sellers that same support, one less cost to think about while they’re getting their first customers.”

Cashfree’s SMB segment GTV grew more than 2x in FY26, its active merchant base grew 50% year-on-year, and the company now serves close to 1 million SMBs, with a stated goal of doubling that to 2 million by the end of FY27. Festive-season transaction value across the platform runs roughly 40% higher than the rest-of-year average, a gap Cashfree is now trying to widen by making the festive season the moment a new seller decides to stay for good.