India’s e-commerce sector recorded a 31% year-on-year (YoY) increase in order volumes during the first week of the festive sales season, while gross merchandise value (GMV) rose 17%, according to an analysis by e-commerce technology company Unicommerce.
The growth in order volumes came alongside a 10% decline in average order value (AOV), indicating that consumers placed more orders even as the average value per order decreased.
The analysis is based on more than 33 million order items processed through Unicommerce’s flagship platform, Uniware, during September 22-28, 2025, and October 7-13, 2026.
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Quick commerce platforms recorded an 85% YoY increase in order volumes, making them the fastest-growing channel during the period. Online marketplaces reported 26% growth, while brand-owned websites saw order volumes rise 27%.
The figures underline the growing role of faster delivery options alongside established e-commerce channels during the festive shopping period.
FMCG, beauty lead product demand
FMCG products recorded the sharpest increase in order volumes, growing more than 190%, led by demand for healthy food products.
Beauty and personal care orders increased over 69%, driven primarily by makeup products. Home decor recorded 22% growth, with kitchenware contributing to the category’s performance.
As per the data, tier 3 towns accounted for 42% of total e-commerce orders during the period, the highest share among the reported city categories. Tier 2 and Tier 3 cities together contributed nearly two-thirds of all orders, highlighting the importance of smaller markets to festive shopping.
AI tools support conversions and deliveries
Unicommerce’s marketing automation arm, Convertway, facilitated 1.5 lakh AI-led automated calls to help brands engage undecided shoppers through personalised text messages, WhatsApp communication and interactive voice reminders.
Meanwhile, its logistics arm, Shipway, reported a 30% improvement in delivery times compared with the previous year. Its AI-powered ShipSense engine helped brands automate courier partner selection.
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First Published onOctober 14, 2026, 18:33:02 IST
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