India’s summer sale season has highlighted a significant shift in the e-commerce landscape, with artificial intelligence emerging as a key driver of revenue generation, consumer engagement and operational efficiency, according to insights from Unicommerce’s ecosystem of solutions.
The analysis found that brands increasingly leveraged AI-powered tools to improve conversions and reduce lost sales during major shopping events, including Amazon’s Great Summer Sale, Flipkart’s Sasa Lele and Big Bachat Days, and Myntra’s End of Reason Sale.
During the sale period, brands used Catalyst, the AI voice agent offered by Convertway, to engage shoppers through abandoned cart recovery, cash-on-delivery confirmations and address verification. AI-powered voice interactions reached more than 1.15 lakh consumers and helped recover orders worth over ₹1.3 crore, generating a return on investment of more than 15 times.
AI also supported fulfilment operations and customer communication at scale. Nearly 1,000 automated campaigns powered by Convertway reached more than 34 lakh consumers, helping brands improve engagement and marketing effectiveness during peak demand periods.
Consumer confidence remained strong throughout the season. Data from Unicommerce’s order management platform, Uniware, showed average order values increasing by more than 25% in the Home Decor & Furnishings category and over 16% in FMCG, reflecting stronger spending across both discretionary and essential purchases.
Despite sales beginning later than last year, demand remained resilient. Order volumes recorded year-on-year growth across all comparable sale weeks, indicating sustained consumer participation throughout the shopping season.
Quick commerce continued to gain momentum, with order volumes growing by over 60% year-on-year. Categories such as Nutraceuticals & Supplements, Home Decor & Furnishings, Beauty & Personal Care, and Health & Pharma witnessed strong traction, demonstrating the channel’s expansion beyond everyday convenience purchases.
The study also found improved operational efficiency, with return-to-origin rates declining significantly compared to the previous year, underscoring the growing focus on order validation, delivery optimisation and customer communication across the e-commerce ecosystem.
