Kenstar has partnered with Unicommerce eSolutions to strengthen its e-commerce operations by adopting the Uniware platform for order and warehouse management. The collaboration aims to support the brand's expanding digital footprint across India.

Partnership details

Under the arrangement, Kenstar will deploy Uniware to manage its e-commerce order processing and warehouse operations. The partnership targets specific operational outcomes: improved inventory tracking and enhanced fulfillment efficiency. This move aligns with Kenstar's strategy to unify inventory, orders, and warehouse data across multiple sales channels.

Strategic focus

The collaboration reflects Kenstar's intent to optimise its e-commerce supply chain through a dedicated warehouse and order management system. Unicommerce's Uniware platform is positioned as the technology backbone for these operational improvements. By integrating order, inventory, and warehouse operations, the platform supports faster order processing and better stock utilisation as the brand expands its digital commerce presence.

Operational scale

Kenstar serves customers through leading e-commerce and quick commerce platforms, its own brand website, 30,000+ retail touchpoints, and modern trade outlets. The company operates 18+ warehouses and fulfilment centres across India. As the scale and complexity of its e-commerce operations grow, the company is investing in technology that provides a unified view of inventory, orders, and warehouse operations to enable efficient fulfilment across channels.

Leadership commentary

Sunil Jain, CEO of Kenstar, stated that the partnership aims to strengthen inventory visibility and improve fulfilment efficiency to deliver a seamless shopping experience. Kapil Makhija, MD & CEO of Unicommerce, noted that technology will play a critical role in ensuring operational excellence keeps pace with business expansion as Kenstar accelerates its direct-to-consumer growth.

Unicommerce eSolutions Limited reported a 31% year-on-year (YoY) increase in e-commerce order volumes during the first week of the festive season. This growth was accompanied by a 17% YoY rise in Gross Merchandise Value (GMV), indicating higher overall consumer spending despite a decline in average order value.

The data, derived from over 33 million order items processed by the company's Uniware platform, covers the period from September 22 to 28, 2025, and October 7 to 13, 2026. The analysis highlights a shift in consumer behavior towards faster delivery options and increased participation from smaller cities.

Channel performance and category trends

Quick commerce platforms emerged as the fastest-growing channel, recording an 85% increase in order volumes. Online marketplaces and brand websites also saw healthy growth, with volumes rising 26% and 27% respectively. The disparity between the high volume growth and moderate GMV growth suggests consumers are prioritizing frequency and speed over basket size.

FMCG products led category-wise growth with order volumes jumping over 190%, driven primarily by demand for healthy foods. Beauty and personal care items followed with growth exceeding 69%, fueled by elevated demand for makeup. Home decor witnessed steady expansion of over 22%, with kitchenware leading the segment.

Geographic distribution and technology adoption

Tier 3 towns accounted for 42% of total e-commerce orders during the period, while Tier 2 and Tier 3 cities combined contributed to nearly two-thirds of the total volume. This geographic spread indicates deepening penetration of digital retail into non-metro regions.

Technology played a pivotal role in conversion and logistics. Data from Convertway, Unicommerce’s marketing automation arm, revealed that 1.5 lakh AI-led automated calls assisted brands in engaging undecided buyers through personalized text, WhatsApp, and voice reminders. Simultaneously, Shipway, the company’s logistics platform, helped brands achieve a 30% improvement in delivery times compared to the previous year, aided by its AI-powered engine, ShipSense.

What the Numbers Show

The divergence between order volume growth (31%) and GMV growth (17%) points to a 10% YoY decline in Average Order Value (AoV). This pattern suggests that while more customers are purchasing and buying more frequently, particularly in quick commerce and FMCG segments, they are doing so with smaller individual baskets. The dominance of Tier 3 towns and the surge in low-ticket categories like FMCG likely contributed to this dilution in AoV, even as overall transaction count expanded significantly.