Meesho sees 36% rise in Rakhi orders as non-metro India drives festive shopping

Ecommerce platform Meesho experienced a 36% increase in orders during the Rakhi shopping season compared to the previous year. This growth was primarily driven by consumers from non-metro regions, who accounted for nearly three-quarters of the platform's festive orders. Meesho reported a 38% growth in gross merchandise value (GMV), indicating a significant rise in overall sales.

The surge in Rakhi orders was predominantly observed in Tier III and Tier IV markets. Notable growth was seen in Dadri, Uttar Pradesh, with a staggering 105% increase in orders, followed by Nabarangapur in Odisha, Kasganj, Dhamtari, and Nainpur in Madhya Pradesh. This trend highlights the growing influence of smaller towns on e-commerce, as consumers in these regions increasingly turn to online shopping for festive purchases.

Payment behavior also shifted during this season. Around 58% of Rakhi orders on Meesho were placed through prepaid payment modes, suggesting that customers in smaller towns are becoming more comfortable with digital transactions on the platform. Additionally, the festive season attracted more sellers to the marketplace, with the number of sellers offering Rakhi-related products increasing by 72% compared to the previous year.

Small businesses and entrepreneurs capitalized on the occasion to expand their product catalogs and reach a wider customer base across the country.

While traditional products remained central to Rakhi shopping, personalization emerged as another significant trend. A bracelet-style Rakhi set bundled with greeting cards was the best-selling product of the season, while demand for personalized name Rakhis surged sharply, reflecting consumers' growing preference for custom-made gifts.

These Rakhi shopping trends underscore the expanding role of ecommerce in India's smaller markets, with rising order volumes, increased seller participation, and growing adoption of prepaid payments strengthening the festive shopping ecosystem.