Fashion and beauty lead as tier-III cities drive e-commerce growth in 2024

India’s e-commerce sector continued its robust growth trajectory in 2024, propelled by rising demand from smaller cities and an increased focus on omnichannel strategies, according to the Unicommerce 2024 Trends Report.

The report, which analysed nearly 900 million transactions processed through the platform, said that fashion and accessories retained their position as the most significant category in terms of order volume, accounting for 29 per cent of all online purchases.