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While traditional online marketplaces continued their steady growth, quick commerce platforms emerged as the biggest winners this year
Shopping
India’s festive season sales ended on a strong note, with e-commerce platforms recording a 24% jump in order volumes and a 23% rise in gross merchandise value (GMV) this Diwali, according to data from Unicommerce. While traditional online marketplaces continued their steady growth, quick commerce platforms emerged as the biggest winners this year.
Amazon reported its highest-ever festive performance, with the Great Indian Festival 2025 attracting 276 crore customer visits. Sales were driven by premium smartphones, large-screen TVs, and consumer durables, all of which saw double-digit growth. Fashion and beauty categories also performed well, particularly across tier-2 and tier-3 cities.
“Large-screen TVs, QLEDs, and mini LED TVs are growing much faster. Smartphones above Rs 20,000 are growing 50% year-on-year. Large appliances, fashion, beauty, and home and kitchen products are seeing the strongest demand,” said Saurabh Srivastava, VP at Amazon India.
The spotlight, however, was firmly on quick commerce players like Swiggy Instamart, Zepto, Blinkit, and Bigbasket, which together saw a 120% surge in order volumes. Swiggy Instamart’s debut sale, ‘Quick India Movement’, witnessed a triple-digit jump in categories such as home décor, wellness, and fitness, underscoring a shift in consumer spending beyond groceries.
On Dhanteras, quick commerce platforms also saw a remarkable rise in gold and silver sales. Swiggy Instamart reported a five-fold jump in gold and silver coin sales even before the pooja muhurat, while Bigbasket recorded a 146% increase in gold coin sales and a 234% surge in silver coins compared to last year.
“The fundamental shift is that customers no longer need to plan weeks in advance for festivals. With quick commerce, they can buy everything they need a day before, without worrying about stock availability,” said Seshu Kumar Tirumala, Chief Merchandising Officer at Bigbasket.
According to Datum Intelligence, overall festive sales this year grew 27% year-on-year to cross Rs 1,20,000 crore, with quick commerce alone expected to touch $1.6 billion—double last year’s levels.
“Quick commerce is becoming the first choice for groceries and household essentials, while e-commerce still dominates categories like smartphones, fashion, and appliances,” said Satish Meena, Founder of Datum Intelligence. “In top metros, especially the top 8–10 cities, quick commerce will continue to gain ground.”
From sweets and gifting to appliances and jewelry, this Diwali has been largely digital, driven by the twin forces of affordability and instant gratification. While e-commerce continues to power big-ticket festive spending, quick commerce has emerged as the breakout star, redefining how India shops for the festive season.
Aparna Deb is a Subeditor and writes for the business vertical of News18.com. She has a nose for news that matters. She is inquisitive and curious about things. Among other things, financial markets, economy, a…Read More
Aparna Deb is a Subeditor and writes for the business vertical of News18.com. She has a nose for news that matters. She is inquisitive and curious about things. Among other things, financial markets, economy, a… Read More
October 21, 2025, 09:14 IST
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