India’s e-commerce landscape is thriving this festive season, with direct-to-consumer (D2C) brands and emerging markets driving growth. Operational data from Emiza, a Made in India third-party logistics (3PL) provider, reveals that the 2025 festive season is witnessing a marked acceleration in order volumes, with D2C order shipments climbing 30% in 2025.

Most notably, tier 2 cities are now contributing nearly 60% of total festive shipments, a substantial increase from previous years, signalling a deepening of e-commerce penetration beyond traditional metro markets. Order volumes are rising 13% YoY, demonstrating consumers’ growing preference for D2C platforms.

This shift reflects a broader maturation of India’s e-commerce ecosystem, where consumers across geographies are increasingly com

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