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Festive season sale order volume grew by 37 per cent year-on-year mainly due to discounts on online platforms and robust advertisement campaigns, logistics software-as-a-service firm Unicommerce said on Thursday. According to the data released by the company, the gross merchandise value (GMV) also saw an increase of 22 per cent during the same festive period. "The analysis of orders processed through Unicommerce's platform reveals that e-commerce order volumes grew handsomely this festive season, increasing by approximately 37 per cent during the festive season sale of 2023 as compared to the festive sale period in 2022," Unicommerce said in a statement. The company found that the fashion and accessories segment along with beauty and personal care, emerged as the two most prominent categories in terms of order volumes and displayed consistent growth in both volume and GMV during the festive month. Categories like FMCG and home decor have emerged as strong ecommerce contenders which