Mumbai: India emerged as the fastest-growing transaction market globally during Black Friday 2025, according to a new report by Criteo (NASDAQ: CRTO), the global commerce platform. With a 14.6% increase in transaction volume, Indian consumers demonstrated higher engagement than counterparts in APAC, Americas, and EMEA markets.
The report highlights a shift in shopping patterns among Indian consumers: while average cart values moderated slightly, the overall revenue grew, reflecting value-conscious behaviour where shoppers made more frequent purchases while optimizing spend per transaction.
Unlike regions such as EMEA, which saw balanced growth in Home & Garden (+10.9%) and Sports/Outdoor (+11.1%), Indian shoppers leaned towards budget-conscious online behaviour, exploring multiple product options and making smaller, more frequent purchases.
These patterns indicate a broader shift in India’s ecommerce maturity—from large single-basket purchases to micro-transaction behaviour, with higher digital touchpoints and extensive pre-purchase research. Drivers include the rise of first-time online shoppers, intensive discount tracking, and strong engagement in price-sensitive categories.
Medhavi Singh, Country Head, Criteo India, said, “This year’s Black Friday performance highlights how quickly the trend is gaining traction in India. The strong rise in online shopping activity shows that Indian consumers are increasingly embracing global sales events and are more willing to explore value-driven buying opportunities. As India’s retail market continues to expand, we can expect events like Black Friday to become even more prominent in shaping consumer behaviour and driving festive-season demand.”
For retailers and advertisers, India’s fast-growing ecommerce landscape transforms Black Friday into a high-engagement, value-focused shopping event. The findings underscore the importance of early campaign planning, messaging tailored to value-conscious behaviour, and data-driven targeting to maximize demand capture and conversion during this increasingly influential retail moment.
