Small Cities, Big Carts: Tier 2 Towns Fuel 60% of Festive E-Commerce Orders

India’s Tier 2 cities have emerged as the driving force behind festive e-commerce growth, contributing nearly 60% of all direct-to-consumer (D2C) shipments this season. According to logistics firm Emiza, rising digital adoption and demand for personal care and fashion products are reshaping the country’s online shopping landscape beyond metro hubs.

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