India’s e-commerce market recorded 10.4% year-over-year growth in order volumes during the shopping period ahead of Karwa Chauth, while quick-commerce orders jumped 105%, according to an analysis by Unicommerce. The findings highlight how festival-related shopping is driving online demand for food, personal care, jewelry and home décor, alongside growing consumer reliance on rapid-delivery platforms.
The analysis covered more than 30 million order items processed through Unicommerce’s Uniware platform during the pre-Karwa Chauth periods of October 1–7, 2025, and October 20–26, 2026. Direct-to-consumer (D2C) brand websites also recorded healthy growth, while online marketplaces retained more than half of the orders. Together, the results illustrate how occasion-led shopping is creating opportunities for e-commerce brands, quick-commerce operators and logistics providers.
Key Takeaways
- Overall e-commerce orders: Increased 10.4% year over year during the pre-Karwa Chauth period.
- Quick commerce: Order volumes surged 105%, making it the fastest-growing channel in the analysis.
- D2C websites: Orders grew 24%, indicating continued traction for brand-owned online stores.
- Product categories: Food and FMCG orders rose 24%, beauty and personal care increased more than 22%, home décor grew 15%, and jewelry orders climbed 12%.
- Online marketplaces: Accounted for more than 50% of the orders processed during the period.
- Data coverage: The findings are based on more than 30 million order items processed through Unicommerce’s platform, rather than a census of every Indian e-commerce transaction.
E-Commerce Orders Grow Ahead of Karwa Chauth
Karwa Chauth is an important shopping occasion for many households, with demand extending beyond traditional festival items to include cosmetics, clothing, jewelry, gifts, sweets and home accessories.
Unicommerce’s analysis found that overall e-commerce order volumes increased 10.4% compared with the corresponding pre-festival period in 2025. The comparison covered October 1–7, 2025, and October 20–26, 2026, reflecting the different dates of the festival shopping window.
The increase suggests that consumers continued to use digital channels to prepare for the occasion. Online shopping allows customers to compare products, access a wider selection and arrange deliveries without visiting physical stores.
However, the reported growth concerns order volumes, not necessarily total spending. An increase in the number of orders does not automatically mean that the market’s gross merchandise value (GMV) grew at the same rate. Average order values, discounts, product mix and cancellations can all influence the financial outcome.
The figures should also be interpreted in context: Unicommerce’s data reflects activity processed through its platform and should not be treated as a complete measurement of all e-commerce activity in India.
Quick Commerce Leads With 105% Order Growth
The most striking result was quick commerce’s 105% year-over-year increase in order volumes.
Quick-commerce services specialize in delivering groceries, household products and other everyday items within short delivery windows. Their role during festivals can extend to last-minute purchases, such as ingredients, sweets, personal-care products and items needed for family gatherings.
The growth indicates that shoppers increasingly value convenience when preparing for time-sensitive occasions. Rather than placing every purchase through a conventional marketplace, consumers can use rapid-delivery platforms to obtain products closer to the time they need them.
For retailers and brands, the opportunity comes with operational demands. A surge in orders requires accurate inventory, efficient picking and packing, reliable delivery capacity and careful coordination with fulfillment partners.
Quick-commerce growth does not necessarily mean traditional marketplaces are losing customers. Different channels can serve different purchase occasions, and shoppers may use several platforms during the same festival period.
D2C Websites and Online Marketplaces Show Different Strengths
Brand-owned direct-to-consumer websites recorded 24% growth in order volumes during the period, according to the analysis. D2C platforms allow companies to sell directly to customers through their own digital storefronts rather than relying exclusively on third-party marketplaces.
This channel can help brands maintain greater control over product presentation, customer communication and the shopping experience. Festival campaigns, product bundles and targeted promotions can also encourage shoppers to purchase directly.
Online marketplaces remained the largest channel by order share, accounting for more than 50% of the orders covered by the analysis.
| E-commerce channel | Year-over-year order growth or share |
|---|---|
| Overall e-commerce | +10.4% |
| Quick commerce | +105% |
| D2C brand websites | +24% |
| Online marketplaces | More than 50% of orders |
Source: Unicommerce’s analysis of order items processed through Uniware during the pre-Karwa Chauth comparison periods. Marketplace share is not a growth rate.
The figures show that e-commerce i
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