India’s online retail sector witnessed a remarkable 31% rise in order volumes and a 30% increase in gross merchandise value during this year’s Independence Day sales, driven by surge in fast-moving consumer goods and festive demand.
India’s online shopping market posted a sharp rise during this year’s Independence Day sales, with order volumes up 31% and gross merchandise value, or GMV, rising 30% from a year earlier, according to data from Unicommerce. The figures were drawn from items processed on the company’s Uniware platform between August 6 and 14.
Fashion and accessories accounted for the largest share of orders, with apparel leading the way. Beauty, wellness and personal care followed closely, driven mainly by skincare and hygiene products. Unicommerce said the strongest pace of expansion came from fast-moving consumer goods, which nearly doubled year on year, with healthy food emerging as a particularly active subcategory.
The data points to a market that remains supported by broad festive and promotional demand. A joint report by Flipkart and Bain & Company earlier this year said India’s e-commerce sector grew 25% in the first quarter of 2026, helped by firmer consumer sentiment, policy support and stronger traction in Tier 2 cities. That suggests the online retail market entered the Independence Day sales period with momentum already in place.
The festive window also matters for sellers, with Unicommerce noting in its sales playbook that major platforms such as Amazon, Flipkart and Myntra typically lean on early access offers, bank discounts and flash deals to drive traffic. Unicommerce, which serves more than 7,500 clients across India, south-east Asia and the Middle East, counts brands including FabIndia, Lenskart, Timex, Mamaearth and boAt among its customers.
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