Small Towns, Big Carts How India Shopped This Summer: Unicommerce

~ Tier-3 cities sales surge 21% YoY during the 2025 online summer sales ~

~ Shoppers in metro and Tier-1 cities show growing interest in books, makeup, nutraceuticals & travel accessories ~

~ Buyers in Tier-2 cities favor healthy food products ~

~ In Tier-3 cities, home décor, furnishings, and electronic wearables see rising demand ~

3^rd July 2025, New Delhi: Unicommerce, one of India’s leading e-commerce and retail enablement SaaS platforms, has revealed the summer online sales trends (May and June) for 2025. The analysis is based on the 160 Mn + order items processed through Unicommerce’s Uniware between May 1^st  – June 25^th 2025.

Tier-3 cities drove a notable 21% YoY growth during the 2025 summer sales, contributing significantly to the overall 8% rise in e-commerce order volumes – underscoring the growing impact of India’s smaller towns on the digital shopping landscape. While the sales kicked off in early May this year, the summer season saw a continued run of sale events, drawing consumers with attractive deals across categories including electronics, apparel, fashion and footwear, beauty and home decor.

The books category saw the highest growth with a 200% jump in order volumes over last year. Home décor and furniture followed with a 100% increase, makeup rose by 76%, electronic wearables saw a 75% jump, healthy foods grew 65%, and nutraceuticals recorded a 53% rise during the period.

Another notable summer trend was the surge in orders for travel accessories, which grew by over 46% year-on-year. Some of the travel products that caught customer attention this season include sling bags, duffle bags, cabin trolleys and backpacks. The increase reflects not only the seasonal surge in travel on account of school summer holidays, but also greater travel on account of upcoming festive season and long weekends – all driving demand for travel-ready essentials.

India’s e-commerce momentum continued through the summer season, with Tier-1 cities and metropolitan areas leading the way and accounting for 42% of total order volumes, according to Unicommerce data. Interestingly, Tier-3 cities followed closely with a 38% share, highlighting the growing appetite for online shopping in smaller towns. Tier-2 cities contributed 20%, reflecting steady engagement from mid-sized urban centers.

“The summer season has become an interesting time of year, as brands and e-commerce platforms concentrate their efforts on driving sales through themed campaigns, early-bird offers, and category-specific promotions, said Kapil Makhija, MD & CEO of Unicommerce. Consumers in Bharat are increasingly embracing online channels for lifestyle upgrades like smart electronics, stylish home décor, and wellness products – categories once dominated by metro buyers. This interesting trend highlights the deepening of India’s e-commerce sector,” he added.

The mid-year, summer sales open the door for upcoming events by setting the tone for mid-year promotions, testing consumer sentiment, and helping brands fine-tune their strategies ahead of the festive season.