Unicommerce Diwali 2026 Report: 85% of Festive E-commerce Orders Valued Below ₹1,000

India's festive e-commerce order volumes increased 21% year-on-year, while quick commerce recorded 75% growth and prepaid payments accounted for 61% of total orders.

India's Diwali 2026 shopping season recorded a 21% year-on-year increase in e-commerce order volumes, with affordable purchases dominating consumer spending. According to Unicommerce's latest festive report, 85% of orders were valued below ₹1,000, while quick commerce and Direct-to-Consumer (D2C) platforms registered significant growth during the festive period.

Affordable Purchases Account for 85% of Diwali 2026 E-commerce Orders

India's 2026 Diwali shopping season highlighted changes in consumer purchasing patterns, shopping channels and payment preferences, according to a report released by Unicommerce.

The analysis, based on more than 138 million order items processed through Uniware, Unicommerce's flagship e-commerce management platform, compared the 2026 festive period with the corresponding period in 2025.

Overall e-commerce order volumes increased by 21% year-on-year (YoY). The study covered the peak festive shopping window from October 6 to November 4, 2026, compared with September 17 to October 16, 2025.

The findings also indicate a growing preference for direct purchases through D2C brand websites and quick commerce platforms, particularly for convenience-led and last-minute shopping.

1. Orders Below ₹1,000 Dominate Festive Shopping

Affordable purchases accounted for the largest share of festive e-commerce transactions. Unicommerce's Uniware data showed that orders valued below ₹1,000 represented 85% of total orders during the festive period.

Fashion accessories, organic foods, personal care and everyday lifestyle products were among the key categories contributing to this segment.

The findings highlight the contribution of lower-value, high-volume purchases to India's online festive shopping activity.

2. Quick Commerce Records 75% Growth in Order Volumes

Quick commerce and D2C platforms emerged as major growth channels during the 2026 festive season, recording higher growth rates than traditional online marketplaces.

According to Unicommerce's analysis:

• Quick Commerce: Order volumes increased by 75%, while Gross Merchandise Value (GMV) grew by 38%.
• D2C Websites: Direct-to-Consumer brand websites recorded 30% growth in order volumes and a 26% increase in GMV.
• Online Marketplaces: Marketplaces continued to account for the largest absolute share of overall order volumes, registering 8% growth in volumes and 6% growth in value.

The figures indicate the expanding contribution of specialised shopping channels, with quick commerce and D2C websites recording higher growth rates during the festive period.

3. Tier-3 Cities Lead Festive E-commerce Volumes

Smaller cities continued to contribute significantly to India's online festive shopping activity, with Tier-3 markets accounting for the largest share of orders.

The regional breakdown revealed the following trends:

• Tier-3 Cities: Accounted for 41% of total festive order volumes, registering 26% year-on-year growth.
• Tier-2 Cities: Contributed 24% of overall order volumes, with growth of 23%.
• Tier-1 Cities and Metros: Represented 34% of total volumes, recording 13% growth.

The data highlights the increasing contribution of Tier-2 and Tier-3 markets to India's e-commerce consumption.

4. Prepaid Payments Account for 61% of Festive Orders

Digital payment preferences also featured prominently in the report, with prepaid transactions accounting for 61% of all festive orders processed during the period.

The trend was particularly visible in Tier-3 cities, where prepaid transaction volumes increased by more than 40% year-on-year.

Cities including Kolar, Kamrup, Gandhinagar and Rohtak emerged as examples of markets where consumers are increasingly choosing digital payment options. The report links this preference to the availability of upfront platform rewards associated with digital checkouts.

The findings point to changes in both shopping behaviour and payment adoption across India's expanding e-commerce markets.

Key Findings from Unicommerce's Diwali 2026 Report

The report is based on more than 138 million order items processed through Uniware across the 2025 and 2026 festive shopping cycles.