India’s festive e-commerce orders jump 31 per cent as quick commerce surges 85 per cent: Unicommerce

NEW DELHI: India’s e-commerce order volumes grew 31 per cent year-on-year during the first week of the 2026 festive sales season, while gross merchandise value (GMV) rose 17 per cent, according to an analysis by Unicommerce. Quick commerce emerged as the fastest-growing channel, with order volumes surging 85 per cent.

The increase in order volumes came alongside a 10 per cent decline in average order value (AOV), suggesting that shoppers placed more orders even as the average value of each order fell.

The analysis covered more than 33 million order items processed through Unicommerce’s Uniware platform during 7-13 October 2026, compared with 22-28 September 2025, the corresponding first week of the previous year’s festive sales.

Quick commerce platforms recorded an 85 per cent year-on-year increase in order volumes, outpacing online marketplaces and brand-owned websites. Marketplaces registered 26 per cent growth, while brand websites saw volumes rise 27 per cent.

The figures point to the growing role of faster delivery options in festive shopping, as consumers turn to digital channels for both planned purchases and immediate needs.

Fast-moving consumer goods (FMCG) recorded the sharpest category growth, with order volumes increasing more than 190 per cent, led by demand for healthy food products.

Beauty and personal care orders rose more than 69 per cent, driven primarily by makeup products. Home décor also registered growth of over 22 per cent, with kitchenware leading the category.

Smaller towns played a significant role in festive e-commerce activity. Tier 3 towns accounted for 42 per cent of total orders during the period, the highest share among the categories cited in the analysis. Tier 2 and Tier 3 cities together contributed nearly two-thirds of all orders.

The data highlight the importance of smaller markets to online retailers during the festive shopping season.

Technology also played a role in helping brands convert shoppers who had not completed their purchases. Convertway, Unicommerce’s marketing automation arm, reported that 1.5 lakh AI-led automated calls helped brands engage with undecided buyers through personalised text messages, WhatsApp communication and interactive voice reminders.

Meanwhile, Shipway, the company’s logistics arm, reported a 30 per cent improvement in delivery times compared with the previous year. Its ShipSense AI-powered logistics engine helped brands automate courier partner selection.

The findings suggest that festive-season growth is being driven not only by higher order volumes but also by changing channel preferences, demand from smaller towns and technology-led efforts to improve purchase conversion and delivery efficiency.