Every year people do a lot of shopping on the occasion of Diwali. Due to GST reform, it was already expected that there would be a huge increase in orders this year. In such a situation, the Diwali festive season was great for India’s e-commerce sector. In volume terms, sales grew by 24 per cent year-on-year, while gross merchandise value (GMV) grew by 23 per cent. This information was given by the e-commerce platform Unicommerce.
The magic of quick commerce
According to the company, the biggest contributor to this growth was from Quick Commerce apps, whose order volume registered an increase of 120 percent on an annual basis. After this, brand websites achieved a growth of 33 percent. At the same time, marketplace platforms remained the dominant channel, accounting for 38 percent of total purchases and growing by eight percent in terms of order volume.
24 percent jump in e-commerce also
Unicommerce said that these figures are based on more than 15 crore transactions done through its flagship platform Uniware during the 25-day long festive season in 2024 and 2025. The company said, “The Diwali festive season of 2025 was extremely successful for India’s e-commerce sector, where order volume grew by 24 percent and gross merchandise value grew by 23 percent.”
The top performing categories included fast moving consumer goods (FMCG), home decor & furniture, beauty & care products, and health & pharma. According to Unicommerce, the contribution of second and third tier cities in the total orders was about 55 percent.
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