57% of India’s E-commerce Orders Come From Outside Top 96 Cities, EasyEcom Report Says
Bengaluru was the largest market by order volume, recording around 11 million orders during the period. Mumbai followed, while Gurugram ranked only seventh by order count but second by order value.
More than half of India’s e-commerce orders are now coming from markets outside the country’s 96 largest cities, although the value of those transactions remains concentrated in larger urban markets, according to data from e-commerce technology company EasyEcom.
An analysis of more than 200 million orders processed through EasyEcom over the 12 months to July 2026 found that 57.2% of orders originated outside the 96 largest cities, but these markets accounted for only 39.3% of total order value. The average order value stood at about $8.66 outside the largest cities, compared with $17.89 across the 96 biggest cities. The findings are based on transactions processed through marketplaces, brand websites, quick-commerce platforms, distributors and other channels connected to EasyEcom.
The data highlights a widening gap between where online shopping volume is being generated and where higher-value transactions are concentrated. The 96 largest cities accounted for 42.8% of orders but 60.7% of order value, while the five largest cities contributed 15.7% of total orders.
The trend is also visible in broader industry data. Bain & Company’s How India Shops Online 2026, released in partnership with Flipkart, estimates that Tier-2+ cities contributed around 50% of incremental e-retail orders in 2025, despite online shopper penetration of only 25%–30% of internet users in these markets, compared with 45%–50% in Metro and Tier-1 cities. The report puts India’s e-retail GMV at $65–66 billion in 2025 and projects it could reach $170–180 billion by 2030.
“India’s commerce map has expanded much faster than its economics have converged,” said Punit Gupta, Co-founder and CEO of EasyEcom, adding that brands need to consider factors such as inventory placement, replenishment and cost of serving different markets rather than treating India as a single average market.
The difference becomes more pronounced when the data is viewed at the state level. Of the 15 largest states by order volume in EasyEcom’s dataset, 13 changed positions when ranked by order value instead. Haryana moved from 11th by order volume to third by value, with an average order value of about $39.71. Bihar, meanwhile, moved from 10th by order volume to 15th by value, with an average order value of about $6.36.
At the city level, Bengaluru was the largest market by order volume, recording around 11 million orders during the period. Mumbai followed, while Gurugram ranked only seventh by order count but second by order value, with about ₹1,848 crore in transactions. Gurugram’s average order value was around ₹6,693, more than four times Delhi’s ₹1,499, according to the EasyEcom data.
The findings also point to a more extended festive shopping period. EasyEcom processed 112.3 million orders between February and July 2026, up 19.3% from 94.1 million orders in the preceding six-month period. The company’s analysis of the 2025 festive period found order volumes remained relatively elevated across several months rather than being concentrated in a single October spike.
For the 2026 festive season, EasyEcom’s May-July order volume was already 20.5% higher than the September-November 2025 base, although the company describes this as an observed run rate rather than a forecast for the festive period.
The EasyEcom data also shows significant differences across commerce models. B2B transactions accounted for only 0.29% of orders but 27.3% of total order value in the dataset, with an average order value of more than $1,300. Quick-commerce transactions represented a much smaller share of total orders but a larger share of value relative to their volume, while the company’s data showed quick-commerce order volume rising sharply between the two six-month periods analysed.
Taken together, the data suggests that India’s e-commerce expansion is becoming increasingly distributed geographically, but transaction economics continue to vary significantly across cities, states and commerce channels. For brands expanding beyond major urban centres, order volume alone may therefore provide only part of the picture when assessing market opportunity and fulfilment requirements.
EasyEcom said the analysis covers more than 200 million orders processed on its platform over the 12 months to July 2026. The dataset represents transactions flowing through EasyEcom-connected channels and is not an estimate of the entire Indian e-commerce market.