Ecommerce platforms Amazon and Flipkart, along with direct-to-consumer (D2C) brands, saw growth in order volumes during their mid-year sales. Data from logistics technology firm Unicommerce shows that ecommerce order volumes increased by 19% year-on-year during sale period from July 11 to July 14.

Amazon extended its Prime Day sale by an extra day from July 12 to July 14. Meanwhile, Flipkart held its GOAT (Greatest of All Time) Sale from July 12 to July 17.

Amazon reported that over 70% of new Prime memberships before the sale originated from Tier II and III cities, but did not disclose specific growth figures.

Flipkart also noted strong engagement from emerging markets, highlighting interest in live commerce features.

Non-metro regions contributed significantly to growth, with Tier II cities registering over 21% increase in orders. Tier III cities saw a 22% rise compared to the previous year.

Metro cities reported a 15% increase in order volumes. D2C luggage brand Nasher Miles reported over 65% growth in sales year-on-year, with Mumbai, Delhi, Bengaluru, and Hyderabad leading in sales.

Same-day and next-day deliveries in metro cities doubled, while two-day deliveries in Tier II and III cities grew by 1.8 times.