E-commerce Sales Jump 14% in Independence Day Festive Sale

E-commerce sales volume rose 14% during the Independence Day Sale 2025 compared to last year, according to Unicommerce data. This growth in sales volume also witnessed a year-on-year gross merchandise value (GMV) growth of 12% this year.

The numbers have come from Unicommerce platform Uniware, which has processed over 35 million transactions during the 15-day period from 31st July to 14th August 2025.

Tier-III cities emerged as the biggest growth story, recording around 14 million order items — nearly double the volumes from Tier-II cities.

Meanwhile, Tier-II cities posted an impressive 26% jump in order volumes compared to last year, underscoring the rising digital adoption and purchasing power beyond metros.

Categories such as home decor, health & pharma, electronics & home appliances, and FMCG drove overall order volume growth during this Independence Day Sale.

Tier-III cities stood out with home decor and furniture products registering a remarkable surge of over 200% in volumes.

Tier-II cities registered impressive gains, with nutraceuticals & supplements up 74% and makeup products up 57% during this period. In Tier-1 cities and metros, electronics & home appliances and sports & fitness products saw strong growth of over 100% and 38% respectively.

The sales period also saw strong performances from toys and baby products, which grew 25% YoY, and fashion accessories, recorded a 19% rise over 2024.

These trends highlight rising premiumisation and lifestyle upgrades in smaller cities, a strong health and beauty push in mid-sized cities, and increasing category diversification in metros and large towns.

“Festive sales are no longer just about discounts. They reflect how India shops, as aspirations, access, and technology converge,” said Kapil Makhija, MD & CEO of Unicommerce. “What we are seeing today is the shaping of a more inclusive, experience-driven retail ecosystem, where every consumer, regardless of location, is part of the celebration.”