EasyEcom data shows 57.2 per cent of Ecommerce orders come from outside India’s 96 largest cities, but these markets account for only 39.3 per cent of order value
India’s ecommerce growth is increasingly being driven by markets beyond its largest urban centres, but the value of those transactions remains concentrated in bigger cities, according to an analysis by EasyEcom.
The analysis of more than 200 million orders processed through the platform over the 12 months to July 2026 found that 57.2 per cent of orders originated outside India’s 96 largest cities. However, these markets accounted for only 39.3 per cent of total order value, with an average order value (AOV) of USD 8.66, compared with USD 17.89 across the 96 largest cities.
The 96 largest cities generated 42.8 per cent of orders but accounted for 60.7 per cent of order value. The five largest cities contributed 15.7 per cent of total orders, while the top 10 accounted for 22 per cent.
The data indicates that while Ecommerce demand is spreading across a wider geographic footprint, transaction economics remain significantly stronger in larger markets.
State-Level Rankings Shift When Value Is Considered
The gap between order volume and order value becomes more pronounced at the state level. Of the 15 largest commerce states in EasyEcom’s dataset, 13 changed positions when ranked by order value rather than order volume. Maharashtra and Delhi were the only two to retain their respective rankings.
Haryana emerged as a notable example. The state ranked 11th by order volume, with around 8.3 million transactions, but moved to third place by order value. Its AOV of USD 39.71 was more than six times Bihar’s USD 6.36 and more than three times the national blended average of USD 12.61.
Bihar, meanwhile, fell from 10th by order volume to 15th by order value despite processing more than 8.3 million orders.
Across states, AOV varied 7.1 times, from USD 39.71 in Haryana to USD 5.60 in Tripura. The top three states by value generated 44.1 per cent of total order value from just 26 per cent of orders.
Bengaluru Leads Volume, Gurugram Leads Value
City-level data also highlights significant differences in transaction economics.
Bengaluru was the largest market by order volume, processing around 11 million orders during the period — 84 per cent more than Mumbai. Gurugram, however, ranked seventh by order count with 2.8 million orders but was second by order value at USD 192.9 million.
Gurugram’s AOV stood at USD 69.86, more than four times Delhi’s USD 15.65, despite processing roughly half as many orders.
Other markets showed similar variations. Noida recorded an AOV of USD 32.75 and Greater Noida USD 40.70, while Rajkot, despite processing nearly a million orders, recorded an AOV of USD 6.51.
According to EasyEcom, these differences mean brands may need to adopt more granular approaches to pricing, inventory placement and fulfilment rather than treating broad geographic clusters as economically uniform.
Festive Demand May Be Spreading Across A Longer Window
The report also points to a possible shift in the shape of India’s festive Ecommerce season.
During the 2025 festive period, September recorded 16.60 million orders, followed by 16.67 million in October. Orders then fell to 14.93 million in November before recovering to 16.45 million in December. EasyEcom described the pattern as an extended plateau rather than a single sharp October spike.
The shift has operational implications for brands. Instead of preparing primarily for a short period of peak demand, companies may need to manage inventory, replenishment and working capital over a longer period.
The issue is particularly relevant in 2026, with Diwali falling on 8 November, 19 days later than in 2025. EasyEcom said its May–July 2026 period had already processed 58.1 million orders, 20.5 per cent above the 48.2 million orders recorded during September–November 2025. The company cautioned that this is an observed run-rate comparison and not a forecast for festive sales.
B2B And Quick Commerce Show Different Economics
The analysis also highlights significant differences between commerce models.
B2B transactions accounted for only 0.29 per cent of total orders but represented 27.3 per cent of total order value. Their average order value was USD 1,344.65, compared with USD 10.11 for B2C transactions.
Quick-commerce transactions accounted for 0.04 per cent of order volume but 1.7 per cent of value, with an AOV of around USD 667.49 in EasyEcom’s dataset.
Quick-commerce order volume increased 77.1 per cent between August 2025–January 2026 and February–July 2026, while value per order declined by only 2 per cent, from USD 688.19 to USD 674.36.
EasyEcom said the pattern suggests brands may need to view quick commerce as a high-frequency supply and replenishment relationship rather than simply another online storefront.
Brands Face A More Fragmented Ecommerce Landscape
Across the more than 200 million orders studied, EasyEcom recorded a 19.3 per cent increase in order volumes between the two six-month periods, from 94.1 million orders in August 2025–January 2026 to 112.3 million in February–July 2026.
The company said the growth is being distributed across markets, states and commerce models with significantly different transaction values and operating characteristics.
Punit Gupta, Co-founder and CEO, EasyEcom, said India’s commerce map had expanded faster than its economics had converged, making it important for brands to assess where inventory should be positioned, replenishment frequency and the cost of serving different markets.
The report, titled India’s Commerce Map Is Changing, is based on EasyEcom transaction data covering more than 200 million orders over the 12 months to July 2026. The company noted that the findings represent transaction patterns observed on its platform and should not be interpreted as estimates of the entire Indian Ecommerce market.
