India’s e-commerce sector recorded a 24% year-on-year (YoY) growth in order volumes and a 23% rise in gross merchandise value (GMV) during the 2025 Diwali festive season, according to Unicommerce, India’s leading e-commerce enablement SaaS platform.
Based on insights from over 150 million transactions processed through Unicommerce’s Uniware platform, Tier II and III cities contributed 55% of total orders, underscoring the continued rise of digital shopping beyond metros.
Quick commerce emerged as the standout performer with 120% YoY growth, while brand websites registered a 33% increase in order volumes. Marketplaces continued to dominate overall purchases, growing 8% YoY and accounting for 38% of total orders.
Among categories, FMCG, home décor & furniture, beauty & wellness, and health & pharma led the festive demand. Prepaid orders rose 26%, while Cash-on-Delivery (COD) volumes grew 22% with a 35% jump in GMV, indicating greater consumer confidence in online transactions.
Notably, the average delivery time improved by 15% this Diwali, reflecting enhanced logistics efficiency and supply chain readiness across the ecosystem.
