Unicommerce Reports 31% Growth in Festive E-commerce Orders
Quick commerce orders rise 85%, while Tier 3 towns account for 42% of total orders during the first week of festive sales.
E-commerce order volumes grew by 31% year-on-year (YoY) during the first week of festive shopping, according to an analysis by Unicommerce. The company also reported a 17% rise in Gross Merchandise Value (GMV). However, the average order value (AOV) fell by 10% compared with the same period last year.
The analysis covers more than 33 million order items processed through Unicommerce’s flagship platform, Uniware. It compares the first week of Diwali sales in 2025, from 22 to 28 September, with the corresponding period in 2026, from 7 to 13 October.
Quick Commerce Leads Channel Growth
Quick commerce recorded the highest growth among e-commerce channels, with order volumes rising by 85% YoY. This highlights the growing demand for faster deliveries during the festive season.
Online marketplaces reported a 26% increase in order volumes, while brand websites recorded 27% growth.
FMCG and Beauty Products Drive Demand
FMCG products recorded the strongest growth, with order volumes increasing by more than 190%, led by healthy foods.
Beauty and Personal Care followed with over 69% growth, driven mainly by higher demand for makeup products. Home Decor also performed well, recording growth of more than 22%, with kitchenware leading the category.
Tier 3 Towns Lead Festive Orders
Tier 3 towns accounted for 42% of total e-commerce orders during the period, giving them the largest share of festive purchases.
Tier 2 and Tier 3 cities together contributed nearly two-thirds of all orders. The figures highlight the growing importance of smaller cities and towns in India’s festive e-commerce market.
AI Tools Help Convert Potential Buyers
Technology also played a key role in engaging shoppers and encouraging purchases. Unicommerce’s marketing automation arm, Convertway, used AI-led automated calls to help brands reconnect with undecided buyers.
The platform facilitated 1.5 lakh automated calls, alongside personalised text messages, WhatsApp communications and interactive voice reminders throughout the customer purchase journey.
Logistics Technology Improves Delivery Times
Unicommerce’s logistics arm, Shipway, helped leading brands manage festive deliveries more efficiently. The company reported a 30% improvement in delivery times compared with the previous year.
ShipSense, Shipway’s AI-powered logistics engine, helped brands automate courier partner selection to support faster and more efficient deliveries.
The findings highlight key shifts in festive shopping, including the rapid growth of quick commerce, stronger demand from smaller towns and the increasing role of AI and logistics technology in e-commerce operations.
