New Delhi : Following an energetic start to the festive season, India’s digital retail ecosystem has transitioned into a focused mid-phase, driven in part by traditional pre-Karva Chauth shopping. A comprehensive mid-season data analysis released by Unicommerce reveals that overall e-commerce order volumes witnessed a steady 10.4% year-on-year (YoY) growth during this high-intent window.
The analysis is based on over 30 million order items processed via Unicommerce’s flagship platform, Uniware, during the two corresponding pre-Karwa Chauth weeks of 1–7 October 2025 and 20–26 October 2026.
Fasting Staples and Personal Care Lead the Wave
Product categories aligned directly with mid-festive traditions, with a strong pivot toward food, gifting, and personal grooming:
FMCG (Food Items) led the product charts with a notable 24% order volume growth, heavily driven by Sargi planning, traditional sweets, and dry fruit gifts.
Beauty & Personal Care (BPC) followed closely behind with an impressive jump of over 22% in order volumes as shoppers picked up personal grooming and cosmetic kits for the festival day.
Home Decor saw a healthy 15% jump in orders as families upgraded their living spaces to welcome festive guests.
Jewelry witnessed a steady 12% order volume growth, tracking a consistent consumer preference for buying precious items and festive accessories online.
Channel Performance: Quick Commerce Soars as Marketplaces Hold Share
According to the analysis, immediate gratification and direct-to-consumer formats became vital channels for consumers looking for time-bound delivery of ritual essentials:
Quick Commerce Platforms: Stole the spotlight by recording an explosive 105% growth in order volumes, proving that instant delivery formats have officially graduated into mainstream festive destinations.
Brand Websites (D2C): Witnessed a strong 24% order volume growth, demonstrating rising consumer trust and direct traction for independent digital storefronts.
Online Marketplaces: Continued to anchor mass consumer discovery, commanding the over 50% share of overall order volumes during this mid-festive sales sprint.
The mid-festive phase reflects a shift towards occasion-led shopping, with demand spanning traditional essentials, personal grooming and home décor. Growth across quick commerce, brand websites and marketplaces highlights the diverse shopping preferences shaping India’s e-commerce landscape ahead of Diwali.
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