Affiliate platforms, content and cashback offers are reshaping purchase decisions, while mobile services and home categories drive growth, signalling a maturing digital commerce ecosystem in India.
India’s e-commerce market saw strong momentum in the first five months of 2026, with growth driven by rising consumer spending, mobile adoption and performance-led marketing channels.
According to data from Admitad, India recorded a 16% year-on-year increase in online orders between January and May 2026, while Gross Merchandise Value (GMV) grew at a faster 18%, indicating that consumers are not just buying more frequently but also spending more per transaction.
The shift is reflected in the Average Order Value (AOV), which rose from $32 to $35 during the period. Mobile commerce also continued to expand, with the share of purchases made via smartphones increasing from 45% to 49%, meaning nearly half of online shopping transactions now take place on mobile devices.
Marketplace platforms remain dominant, accounting for over 71% of all transactions, underscoring their central role in India’s digital commerce ecosystem.
Among product categories, fashion led the market with a 24% share of transactions, followed by home goods at 21% and electronics at 16%. Other segments included beauty and self-care (7%), toys and hobbies (7%), auto parts (5%) and sports and entertainment (4%).
The report also highlighted the growing contribution of services to online commerce. Travel-related purchases including flights, hotels and car rentals, accounted for over 6% of total transactions, while online services such as education and ticketing contributed more than 7%.
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In terms of growth, mobile services emerged as the fastest-expanding segment, registering a 35% increase in sales, driven by increased smartphone usage and mobile-first internet behaviour. Furniture and home furnishings grew by 19%, while electronics saw an 18% rise.
Consumer decision-making is also evolving, with content and community playing a larger role. Content platforms, including articles, reviews and videos, influenced over 20% of online purchases, while more than 11% of buying decisions were driven by creators or social media communities, the report mentioned.
Affiliate-led platforms are increasingly important, attracting 22% of consumers and becoming one of the most influential touchpoints in the purchase journey. At the same time, traditional incentives continue to matter, with cashback offers driving 15% of transactions and coupons and promo codes impacting another 10%.
“In 2026, the percentage increase of brands using affiliate marketing in their customer acquisition strategy highlights the realisation that performance-oriented marketing generates clear and predictable results,” said Neha Kulwal, Managing Director, APAC, MITGO.
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