Festive shopping: e-commerce orders jump 31 pc; 42 pc bookings from tier-3 towns
Quick commerce grows 86 per cent year-on-year in first week; FMCG and beauty products lead demand, says Unicommerce data
India’s festive shopping season has started on a strong note, with e-commerce order volumes rising 31 per cent year-on-year during the first week of festive sales, even as the average order value declined 10 per cent, indicating that consumers may be placing more orders at lower average transaction values.
The findings, based on data from e-commerce technology platform Unicommerce, also show that gross merchandise value (GMV) grew 17 per cent year-on-year, suggesting that the increase in order volumes translated into higher overall sales value.
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The analysis covers more than 33 million order items processed through Unicommerce's Uniware platform during September 22-28, 2025, and October 7-13, 2026, corresponding to the first week of the Diwali festive sales period in each year.
The figures, however, are based on Unicommerce's platform data and reflect activity across the periods analysed; they should not be interpreted as a comprehensive measure of the entire Indian e-commerce market.
Quick commerce leads growth
Quick commerce emerged as the fastest-growing channel, with order volumes surging 85 per cent year-on-year. Online marketplaces recorded 26 per cent growth, while brand-owned websites reported a 27 per cent increase.
The sharp rise in quick commerce orders points to growing consumer demand for faster deliveries and greater convenience during the festive season, when shoppers are buying both everyday essentials and products for celebrations.
FMCG, beauty products see strong demand
Fast-moving consumer goods (FMCG) recorded the biggest increase in order volumes, rising more than 190 per cent, led by demand for healthy food products.
Beauty and personal care orders grew over 69 per cent, with makeup products driving much of the increase. Home decor orders rose more than 22 per cent, supported by demand for kitchenware.
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The category trends indicate that festive spending is extending beyond traditional gifting and apparel to everyday consumption, personal care and home-related purchases.
Tier 3 towns account for 42 pc of orders
Smaller towns continued to play a significant role in online shopping. Tier 3 locations accounted for 42 per cent of total e-commerce orders during the period, according to Unicommerce.
Tier 2 and Tier 3 markets together contributed nearly two-thirds of all orders, highlighting the importance of non-metro consumers to India's festive e-commerce growth.
The figures underline how online retail demand is spreading beyond major cities, with smaller urban centres emerging as important markets for brands and digital retailers.
AI tools help convert shoppers into buyers
Technology is also playing a role in helping retailers convert browsing into purchases. Convertway, Unicommerce's marketing automation platform, facilitated 1.5 lakh AI-led automated calls to engage undecided shoppers and encourage them to complete their purchases.
Brands also used personalised text messages, WhatsApp communications and interactive voice reminders during the purchase journey.
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On the logistics front, Shipway, Unicommerce's shipping and logistics platform, reported a 30 per cent improvement in delivery times compared with last year. Its AI-powered ShipSense engine helps brands automate courier selection.
The early festive-season data points to a combination of rising order volumes, strong demand from smaller towns and rapid growth in quick commerce. However, the 10 per cent decline in average order value suggests that higher order frequency has not necessarily translated into higher spending per transaction.
