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8h ago

Tier-3 Towns Lead India’s Diwali E-Commerce as AOV Jumps and Deliveries Hold Steady

ClickPost’s shipment analysis shows Bharat driving volume, triggering a push for faster fulfilment.

INDIA DIWALI RECORD
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Delhi’s Chandni Chowk is a dazzling maze of lights, colours, and aromas during Diwali. From ornate diyas, decorative candles, and traditional attire to gold jewellery and sweets, every lane offers festive treasures. Kinari Bazaar and Dariba Kalan within the area are must-visits for ethnic wear and silver ornaments, making it a one-stop Diwali destination. In this image people can be seen buying utensils on Dhanteras in New Delhi. File image/PTI
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Overview

  • Tier-3 cities accounted for 50.7% of festive orders and Tier-2 for 24.8%, putting non-metro India at roughly 74.7% of total volume, per ClickPost’s analysis of over 4.25 crore shipments.
  • Logistics held firm at an average 2.83-day delivery time as same-day hyperlocal fulfilment grew 42% year-over-year to 8.7% of orders.
  • Average order value rose 32.5% year-over-year to Rs 4,346, with prepaid digital payments dominating higher-value baskets.
  • Cash on delivery remained prevalent in Tier-3 markets, making up 52% of orders and underscoring persistent payment preferences outside metros.
  • Fresh festive tallies from Unicommerce show overall orders up 24% and GMV up 23%, while quick commerce platforms logged a 120% surge in order volumes.