21 pc growth in e-commerce sales in Tier III cities in summer 2025: Unicommerce

Books lead with 200 pc jump in online orders

Unicommerce, an e-commerce and retail enablement SaaS platform, has released its Summer Online Sales Trends Report for May and June 2025. The report highlights a strong 8 pc year-on-year growth in e-commerce order volumes, driven largely by a 21 pc surge in Tier III cities.

Unicommerce, an e-commerce and retail enablement SaaS platforms, has released the summer online sales trends (May and June) for 2025 which reveal that Tier III cities registered 21 pc growth year-on-year during the 2025 summer sales, contributing significantly to the overall 8 pc rise in e-commerce order volumes.

In a press statement Unicommerce says that, books as a category saw the highest growth with a 200 pc jump in order volumes over last year. Home décor and furniture followed with a 100 pc increase each, makeup rose by 76 pc, electronic wearables saw a 75 pc jump, healthy foods grew 65 pc and nutraceuticals recorded a 53 pc rise during the period.

The statement adds that another notable summer trend was the surge in orders for travel accessories, which grew by over 46 pc year-on-year. Some of the travel products that caught customer attention this season include sling bags, duffle bags, cabin trolleys and backpacks.

“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. 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,” says Kapil Makhija, Managing Director and Chief Executive Officer, Unicommerce.

According to the statement, India’s e-commerce momentum continued through the summer season, with Tier I cities and metropolitan areas leading the way and accounting for 42 pc of total order volumes. Tier III cities followed closely with a 38 pc share, highlighting the growing appetite for online shopping in smaller towns. Tier II cities contributed 20 pc, reflecting steady engagement from mid-sized urban centres.

The analysis is based on over 160 million order items processed through Unicommerce’s Uniware between May 1 – June 25.