Tier-3 cities lead Women’s Day online shopping in 2026, driving 42% of orders as female-led spending lifts e-commerce GMV growth
Smaller Indian cities played a decisive role in driving online shopping during the 2026 Women’s Day sales, with tier-3 locations accounting for the largest share of orders, according to data released by GoKwik.
The e-commerce enablement platform said tier-3 cities contributed 42 per cent of all women’s orders, surpassing tier-1 metros, which accounted for 32 per cent, while tier-2 cities made up the remaining 26 per cent. The surge helped lift total order volumes during the Women’s Day sale period by 21.11 per cent year-on-year, while gross merchandise value (GMV) grew 22.48 per cent, reflecting strong momentum in female-driven digital commerce.
Women accounted for 48 per cent of total orders across the network but generated a larger share of spending. In the beauty category, female shoppers contributed 57 per cent of total GMV, while in fashion their average order value (AOV) was more than 17 per cent higher than that of men, the data showed.
“The 2026 Women’s Day sale period has truly redefined the potential of the female shopper in India. We aren’t just seeing more orders; we are seeing higher-quality orders. The surge in Tier 3 cities proves that aspiration for premium, ingredient-led products is no longer confined to metros. At GoKwik, we are seeing brands pivot from generic discounts to personalised ‘For Her’ strategies, which is directly reflected in the 22.5 per cent YoY GMV growth. This precision-driven shopping behaviour is the new baseline for the D2C ecosystem,” said Chirag Taneja, CEO and Co-founder, GoKwik.
The data suggests that the trend of premium online shopping is expanding beyond major urban centres. Tier-3 markets emerged as the largest contributors to women’s order volumes, signalling a broader spread of digital consumption across the country.
Among cities, Noida, Gurugram, and Dehradun ranked as the top locations by order volumes, while Bengaluru remained a dense hub of e-commerce activity, with several residential clusters contributing multiple high-performing pincodes.
Beauty and personal care, along with fashion and apparel, led merchant participation during the sale period. Many brands began campaigns as early as 23 February to capture early demand and payday spending.
Product trends also indicated a shift toward functional and self-care purchases. Sunscreen emerged as the most popular item in women’s shopping baskets, with SPF 50 formulations dominating demand. Shoppers also showed a preference for specialised textures, particularly dewy finishes and gel-based variants.
Ingredient-focused skincare continued to influence buying decisions. Niacinamide-based serums were the most purchased, followed by products containing Vitamin C, as consumers increasingly prioritised benefits such as skin brightening and barrier repair. Products inspired by Korean skincare routines, including rice-based toners and Vitamin C face washes, also gained traction.
The preference for everyday practicality extended to other categories. In fragrances, perfume mists outperformed heavier eau de parfum options, indicating a tilt toward lighter daily-use formats. In fashion, shoppers gravitated toward wardrobe staples, with silk sarees and premium cotton kurtas among the most popular items during the sale period.
