Tier II and III cities accounted for about 55% of total orders, underlining the digital momentum and purchasing power in smaller towns. (Photo: Pexel) Show Quick Read Summary is AI Generated. Newsroom Reviewed

The 2025 Diwali festive season wrapped up on a sparkling note for India's e-commerce sector with 24 per cent year-on-year growth in order volumes and a 23 per cent surge in gross merchandise value (GMV), according to Unicommerce, the e-commerce enablement SaaS platform.

Quick commerce apps emerged as the biggest growth driver, clinching a 120 per cent YoY jump in order volumes, followed by brand websites with a 33 per cent rise.

Marketplaces remained the dominant channel, accounting for 38 per cent of total purchases and growing 8 per cent year on year in order volumes.

Unic

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