During the festive season in India, e-commerce companies are counting on Micro, Small, and Medium Enterprises (MSME) sellers, setting higher sales targets. According to a recent Redseer survey, e-commerce platforms are providing more support, leading to improved seller perceptions. Despite modest sales growth, sellers anticipate a surge in festive season sales, especially MSMEs, expecting a minimum of 15% growth in online sales. Selling on e-commerce platforms offers MSMEs various benefits, including expanded reach, advanced marketing tools, and cost savings. Amazon India is taking steps to support MSMEs, such as a 50% fee waiver and a referral program for new sellers during the festive season, along with training and technological initiatives to simplify online selling. Moreover, business loans to MSMEs are expected to increase by 20% this season, with companies like Kinara Capital witnessing a significant rise in loan enquiries and disbursements.