‘E-comm cos may see cash burn up to $400mn in festive sales’ Industry-The Economic Times — September 21, 2017 comments off The cash burn for the e-tailing industry, which has deep-pocketed investors like SoftBank and Alibaba backing players, is forecast to reach up to USD 370-400 million this year on a expected gross merchandise value (GMV) of USD 1.5- 1.7 billion.