Unicommerce analysis of 15 million order items processed through Uniware highlights stronger growth across quick commerce, D2C websites, and Tier 3 cities
Valentine’s season shopping patterns are shifting toward speed and impulse-driven purchases, according to data released by Unicommerce. An analysis of more than 15 million order items processed through its flagship platform Uniware between 1 and 10 February 2026 indicates that quick commerce platforms recorded a 48 percent year-on-year rise in order volumes during the period.
Overall e-commerce volumes grew approximately 17 percent compared to the same period in 2025. Direct-to-consumer brand websites saw about 16 percent growth in order volumes, while online marketplaces recorded roughly 14 percent growth. The sharper acceleration in quick commerce reflects increasing consumer preference for instant deliveries during occasion-led shopping.
Gifting trends also evolved beyond conventional categories such as flowers and chocolates. Consumers opted for gourmet snacks, artisanal teas, perfumes, skincare kits, makeup combinations, and personalised lifestyle items including couple-themed mugs and cushions. Practical and wellness-oriented products also gained traction as gifting choices.
Geographically, growth was visible across urban and emerging markets. Tier 1 cities and metros reported approximately 19 percent growth, Tier 2 cities saw around 14 percent growth, and Tier 3 cities recorded nearly 18 percent growth, indicating broad-based adoption of digital channels for festive purchases.
Marketing automation also played a role in driving last-minute conversions. Data from Unicommerce’s AI-enabled marketing platform Convertway shows that brands managed over 1.2 million customer interactions during the Valentine’s period across SMS, WhatsApp, RCS, and its AI voice agent Catalyst. These targeted engagements translated into more than 18,000 orders worth approximately ₹35 million.
Unicommerce provides e-commerce enablement solutions including Uniware for order and inventory management, Shipway for logistics automation, and Convertway for marketing automation. The company serves more than 7,500 clients across India, Southeast Asia, and the Middle East and reported an annualised transaction run rate exceeding one billion order items in the third quarter of FY25.
The Valentine’s sales data suggests that speed, targeted engagement, and operational efficiency are increasingly shaping consumer purchasing behaviour during occasion-led commerce cycles.
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