Mumbai — Order volumes on quick commerce platforms increased 48% year-on-year during the Valentine’s Day sales period, according to an analysis by e-commerce enablement firm Unicommerce.
The data is based on more than 15 million order items processed through Unicommerce’s Uniware platform across quick commerce platforms, online marketplaces and direct-to-consumer (D2C) brand websites between Feb. 1 and Feb. 10, 2026. Overall e-commerce volumes grew about 17% compared with the same period in 2025. D2C brand websites recorded approximately 16% growth in order volumes, while marketplaces saw an increase of around 14%, the company said.
The analysis indicated a shift in gifting preferences beyond traditional flowers and chocolates. Consumers purchased items including gourmet snacks, artisanal teas, beauty and personal care products such as perfumes and skincare kits, as well as products like mugs and cushions. Lifestyle and wellness products also featured among purchases.
Growth was observed across city tiers. Tier 1 cities and metropolitan areas saw about 19% growth, Tier 2 cities recorded roughly 14% growth, and Tier 3 cities reported around 18% growth compared with the previous year’s period.
Unicommerce also reported that its marketing automation platform, Convertway, facilitated more than 1.2 million customer interactions via SMS, WhatsApp, RCS and an AI voice agent during the sales window. These interactions resulted in more than 18,000 orders valued at approximately ₹35 million, according to the company.
