New Delhi: India’s e-commerce sector continued its strong growth trajectory in the first five months of 2026, recording a 16% year-on-year increase in online orders and an 18% rise in Gross Merchandise Value (GMV), according to new analysis released by partner marketing platform Admitad.
The findings are based on an analysis of more than 3 million online orders placed between 2025 and 2026 and point to evolving consumer behaviour, with shoppers not only purchasing online more frequently but also increasing their spending per transaction.
The report highlighted that Average Order Value (AOV) rose from $32 to $35, indicating stronger consumer confidence and higher-value purchases. Mobile commerce also continued to gain momentum, with purchases made via smartphones increasing from 45% to 49%, meaning nearly half of all online orders in India are now placed through mobile devices.
Marketplaces continued to dominate India’s online retail landscape, accounting for more than 71% of total transactions, underlining consumer preference for multi-seller digital platforms.
Among product categories, Fashion emerged as the largest segment with 24% of purchases, followed by Home Goods (21%) and Electronics (16%). Beauty & Self-care and Toys & Hobbies each contributed 7%, while Automobiles, Parts & Accessories accounted for 5%, and Sports & Entertainment represented 4%.
Beyond physical goods, travel continued to strengthen its role in India’s digital economy, contributing over 6% of total purchases, driven primarily by flight bookings, hotel reservations and car rentals. Online services—including education, ticketing, mobile services and other digital offerings—accounted for more than 7% of total transactions.
The report also identified high-growth categories during January–May 2026. Mobile Services recorded the strongest year-on-year growth at 35%, supported by expanding smartphone adoption and increasing mobile-first internet usage across India. Furniture and Home Furnishings grew by 19%, while Electronics registered an 18% increase in online sales.
Admitad’s findings further highlighted changing consumer decision-making patterns, with content and community-led commerce becoming increasingly influential.
Articles, videos, reviews and comparative content published across websites and digital media influenced more than 20% of total online purchases, while over 11% of consumers made buying decisions after engaging with content creators or social media communities.
Affiliate stores emerged as a major conversion driver, influencing 22% of customers through curated product and deal discovery experiences.
At the same time, value-led incentives remained important. Cashback offers influenced 15% of buying decisions, while promo codes and coupons contributed to another 10% of purchases. Advertising across mobile apps generated over 8% of sales, reflecting the continued strength of in-app commerce engagement.
Commenting on the trend, Neha Kulwal, Managing Director, APAC MITGO, said, “Affiliate marketing seems to be gaining traction as an important growth platform for brands in India. In 2026, the percentage increase of brands using affiliate marketing in their customer acquisition strategy was seen to have increased by 7%, highlighting the general realisation that performance-orientated marketing generates clear and predictable results.”
The report also noted that publishers benefited from the ecosystem’s growth, with publisher revenues increasing by 15% during January–May 2026 compared to the corresponding period last year, reflecting the growing importance of performance-led digital channels in India’s evolving commerce landscape.
