Mumbai: India’s e-commerce sector recorded a 24% year-on-year increase in order volumes and a 23% rise in gross merchandise value during the 2025 Diwali festive period, according to Unicommerce, an e-commerce enablement software platform.
The findings are based on data from over 150 million transactions processed through Unicommerce’s Uniware platform over a 25-day period in 2024 and 2025. Tier II and III cities together accounted for 55% of total orders, reflecting continued growth in online shopping from smaller towns.
Quick commerce platforms reported the fastest expansion, with a 120% increase in order volumes compared to the previous year. Brand websites saw a 33% rise, while online marketplaces grew 8% and contributed 38% of total sales. Tier II cities led regional growth with a 28% increase in orders, followed by tier I cities at 24% and tier III towns at 23%.
Among product categories, the highest demand came from fast-moving consumer goods, home décor and furniture, beauty and wellness products, and health and pharmaceutical items.
Prepaid transactions increased 26%, while Cash-on-Delivery orders rose 22% in volume and 35% in value, indicating greater confidence in online payment options and higher-value purchases.
Data from Unicommerce’s logistics platform, Shipway, showed a 15% reduction in average delivery times compared to last year, suggesting improvements in supply chain efficiency and last-mile delivery during the festive period.
