Tier II/III cities drive 66% of new D2C orders in FY2026; market eyes $60B by 2030
Unicommerce's analysis of 400M+ order items shows D2C order volumes up 33% YoY and GMV up 32%, with two-thirds of new orders flowing from beyond metros. RTO collapsed from 39% in Nov 2025 to 21% by Feb 2026, signaling sharper logistics and buyer intent in smaller cities.
What happened
Unicommerce report shows 66% of new D2C orders in FY2026 came from Tier II/III cities, with order volumes up 33% YoY and GMV up 32%. India's D2C market, valued
Key facts
- 66% new D2C orders from Tier II/III in FY2026
- order volumes +33% YoY
- GMV +32% YoY
- RTO dropped from 39% (Nov 2025) to 21% (Feb 2026)
- D2C market $10-12B currently
- projected $60B by 2030
- 400M+ order items analyzed
Why this matters
Target acquisitions of D2C brands and enablers with proven Tier II/III penetration and sub-25% RTO performance to lock in the demographic shift before multiples reprice.
Also reported by
- YourStory — Same time