New Delhi: India’s Independence Day Sale 2025 set the stage for the upcoming festive season, with e-commerce platforms witnessing a 14% growth in order volumes compared to last year, according to data from Unicommerce. The surge was based on 35 million+ transactions processed through the company’s flagship platform Uniware between July 31 – August 14, 2025. Gross merchandise value (GMV) also grew by 12% YoY during the period.
The strongest momentum came from Tier-3 cities, which recorded nearly 14 million order items, almost double the volumes from Tier-2 cities. Tier-2 markets, however, showed impressive adoption with a 26% jump in order volumes over last year, underscoring the growing purchasing power in India’s heartland.
Category-wise, home decor, health & pharma, electronics & home appliances, and FMCG drove overall growth. Tier-3 markets saw an extraordinary 200%+ rise in home decor and furniture, while Tier-2 regions reported robust gains in nutraceuticals & supplements (74%) and makeup (57%). In metros and Tier-1 cities, electronics & home appliances surged over 100%, while sports & fitness grew 38%.
Other lifestyle categories also fared strongly, with toys & baby products rising 25% YoY and fashion accessories up 19%, highlighting trends of premiumisation, health-conscious choices, and lifestyle upgrades across different city tiers.
“Festive sales are no longer just about discounts. They are a reflection of how India shops, as aspirations, access, and technology converge,” said Kapil Makhija, MD & CEO of Unicommerce. “What we are seeing today is the shaping of a more inclusive, experience-driven retail ecosystem, where every consumer, regardless of location, is part of the celebration.”
