New Delhi: India’s e-commerce sector wrapped up the 2025 Diwali festive season on a robust note, recording a 24% year-on-year (YoY) growth in order volumes and a 23% rise in gross merchandise value (GMV), according to insights from Unicommerce, India’s leading e-commerce enablement SaaS platform.
The findings are based on over 150 million transactions processed through Unicommerce’s flagship platform, Uniware, during the 25-day festive period in 2024 and 2025. Tier II and III cities together contributed around 55% of total orders, underscoring the growing digital adoption and purchasing power of India’s smaller towns.
Quick commerce emerged as the biggest growth driver with a 120% YoY increase in order volumes, followed by brand websites, which saw a 33% rise. Marketplaces continued to dominate the overall e-commerce landscape, accounting for 38% of total purchases and recording 8% YoY growth in order volumes.
Regionally, tier II cities led with 28% YoY growth, followed by tier I cities and metros (24%), and tier III towns (23%), reflecting widespread festive enthusiasm across the country.
Category-wise, FMCG topped the charts, driven by strong demand for fusion sweets, dry fruit combos, and millet-based snacks. Other high-growth segments included home décor & furniture, beauty & wellness (led by makeup and hygiene), and health & pharma, fueled by increased interest in nutritional supplements.
On the payments front, prepaid orders surged 26%, signaling growing consumer confidence in digital transactions, while Cash-on-Delivery (COD) orders rose 22% in volume and 35% in GMV, indicating a shift toward higher-value COD purchases.
Supporting this momentum, data from Unicommerce’s logistics arm, Shipway, revealed that average delivery times during the 2025 festive season were 15% faster than last year. The improvement reflects enhanced supply chain readiness, smarter demand forecasting, and accelerated last-mile delivery, ensuring timely fulfillment even during peak demand periods.
As India’s festive economy continues to scale, the 2025 Diwali season reinforces how digital-first commerce, innovative fulfillment, and emerging platforms like quick commerce are reshaping how consumers shop and celebrate.
