Admitad , a global partner marketing network, has published its annual Diwali e-commerce insights, reviewing over 700,000 online orders made in India during the 2024 and 2025 festive sales. The results show continued traction in India’s online retail market, fueled by growing digital adoption and a growing share of affiliate-driven sales, while consumer preferences shape the festive retail landscape.

As per the findings of Admitad, the number of online orders during the Diwali 2025 season increased by 15% from last year, with the Gross Merchandise Value (GMV) rising by 8%. The average order value (AOV) decreased slightly from ₹3,830 to ₹3,550, and the publisher’s income increased by 10%, indicating the increasing strength and effectiveness of affiliate marketing as a performance marketin

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