Top 10 Fastest-Selling Product Categories on the ondc platform in 2026
In 2026, the ondc platform continues to reshape digital commerce by enabling diverse sellers and buyers across India. From everyday groceries to B2B supplies and agriculture inputs, some categories are pulling ahead in order volumes and growth. This listicle highlights the 10 fastest-selling product categories on the ondc platform, backed by market trends, usage data, and practical tips for sellers.
How we ranked categories
Rankings are based on a combination of order volume growth, month-over-month (MoM) transaction increases, average order values (AOV), and category-specific conversion benchmarks reported across open networks and digital marketplaces in 2024–2026. Where possible, we reference industry studies and platform trends to support claims.
Key data snapshots (2024–2026)
- Online grocery and FMCG saw YoY order growth of 30–45% in many urban regions in 2025–26 (urban penetration accelerating) — reflecting convenience-driven repeat purchases.
- Food delivery orders continue to grow, with an estimated 20–25% YoY rise in frequency of on-demand meals in tier-2/3 cities by 2026.
- Electronics remain high-value drivers: average order value (AOV) for consumer electronics is 2–4x higher than categories like fashion or beauty.
- Conversion benchmarks: category conversion rates vary—grocery and FMCG often convert near 5–8% for repeat customers, while fashion averages 1.2–2.5% for new visitors (industry benchmarks).
1. Grocery & FMCG
Why it’s top-performing
Grocery & FMCG consistently lead in order frequency and repeat purchase behavior. Consumers shift routine purchases online for speed, subscription convenience and localized delivery.
Data & trends
- Repeat purchase pattern: Grocery shows weekly order cycles in urban hubs — rising to 60–70% of orders for repeat customers on open networks.
- Penetration: Online grocery still has room to grow; many markets report single-digit penetration but double-digit YoY growth (20–40%) depending on region.
- Basket size: Average grocery basket is lower than electronics but higher frequency ensures high monthly GMV contribution.
Seller tips
- Offer subscription bundles and scheduled delivery windows to lock in repeat orders.
- Promote low-cost bundling and cross-sell essentials with higher-margin private-label items.
- Leverage fast fulfillment (30–120 minutes where possible) — delivery speed drives conversion and loyalty.
2. Food delivery (Prepared meals & quick-commerce)
Why it’s growing
Convenience dining, cloud kitchens, and hyperlocal quick-commerce integration mean prepared food is among the fastest-moving categories by order count.
Data & insights
- Order frequency: Many users place 4–10 orders per month for food delivery in metro and emerging urban centers (2024–26 trend).
- Time-sensitive orders: Peak window optimization and localized inventory increase fulfilment success by 15–25%.
Mini case insight
A regional cloud kitchen that integrated onboarding on open networks reported a 35% uplift in order volumes within three months after optimizing menu visibility and 15-minute prep-slot tagging.
Seller tips
- Use neighborhood-level menu optimization and dynamic delivery fee tiers to increase conversion.
- Highlight prep time and add “bundle” options (meal+beverage+snack) to increase check size.
3. Fashion
Why it’s among fastest-selling
Fashion benefits from visual merchandising, seasonal demand, and frequent promotions. While conversion varies, fashion drives large traffic and brand discovery on the network.
Category metrics
- Conversion: New visitor conversion often 1.2–2.5%; repeat customers can convert at 3–6%.
- Return rates: Returns remain a challenge—category return rates often 20–30% depending on size/fit policies.
Example strategy
Sellers that improved size guides, AR try-on previews, and liberal return policies saw AOV increases of 10–18% and return declines of 4–7 percentage points.
Seller tips
- Invest in high-quality images, size guides, and filters for fast discovery.
- Offer combo discounts and limited-time drops to stimulate urgency and social sharing.
4. Electronics
Category dynamics
Electronics contribute disproportionately to gross merchandise value (GMV) thanks to higher AOVs and longer consideration cycles. Buyers expect warranties, service options, and verified sellers.
Data & trends
- AOV: Consumer electronics AOV is typically 2–4x the average marketplace order across other categories.
- Conversion: Lower initial conversion vs. grocery, but strong impact on platform revenue and trust metrics.
Mini case insight
An electronics seller who offered verified-certified pre-owned options and extended warranty add-ons saw conversion improve by 12% and average order value rise by 22%.
Seller tips
- Highlight verification badges, warranty, and service support prominently.
- Bundle accessories and offer trade-in options to increase perceived value and AOV.
5. Beauty (Cosmetics & Personal Care)
Why demand is strong
Beauty and personal care combine high repeat purchase frequency with strong discovery potential via content and influencer integrations.
Relevant metrics
- Growth: Online beauty sales have grown 15–30% YoY in many markets due to direct-to-consumer (DTC) brands and strong social commerce.
- Retention: High repeat rates for consumables (skincare, haircare) with subscription potential.
Seller tips
- Use tutorials, user reviews, and bundle “starter kits” to lower barriers to first-time purchases.
- Leverage sample sachets and low-cost trial SKUs to convert uncertain buyers.
6. Health (OTC, Pharmacy & Wellness)
Market drivers
Digital health shoppers prioritize convenience, privacy, and reliable fulfillment. OTC and wellness products show steady monthly demand, while prescription fulfilment depends on regulatory flows.
Data & benchmarks
- Category growth: Telemedicine and e-pharmacy integration have driven double-digit growth in medicine and wellness purchases online.
- Compliance & trust: Verified supply chain and pharmacy licenses significantly boost buyer confidence and repeat purchase rates.
Seller tips
- Ensure strict compliance and clear documentation; display service credentials on product pages.
- Offer refill reminders and subscription discounts to capture recurring revenue.
7. Home decor & Furnishing
Why it’s accelerating
Home decor benefits from interior design trends, rising disposable incomes in tier-2/3 cities, and furniture-as-a-service options. Visual discovery and personalization are key.
Trends & numbers
- AOV and purchase cycle: Larger purchase cycles but higher AOV and strong seasonality around festivals and wedding seasons.
- Virtual previewing (AR) increases conversion by up to 10–25% in product categories where implemented.
Seller tips
- Provide clear delivery & assembly timelines and transparent shipping rates for bulky items.
- Use AR previews and curated room-sets to inspire larger carts and cross-sells.
8. Mobility (Two-/Three-wheeler accessories, EV charging services & mobility products)
Why mobility is on the rise
Mobility-related sales—EV accessories, batteries, helmets, and micro-mobility services—are growing with the electrification trend and increasing urban commuting needs.
Industry signals
- Electrification: Rising EV adoption increases demand for batteries, chargers, and related accessories—categories that register high AOVs.
- Recurring revenue opportunities: Charging services and subscription-based maintenance show long-term monetization potential.
Seller tips
- Bundle maintenance plans and accessories with service partnerships to increase lifetime value.
- Offer installation and service scheduling at checkout for complex mobility products.
9. B2B (Wholesale supplies, Office consumables & Industrial products)
Why B2B matters
B2B commerce on open networks is getting traction as small businesses and kirana stores source inventory digitally. High order sizes and recurring needs make B2B a rapid-growth vertical.
Data highlights
- Order frequency: Many micro and small businesses place bulk orders monthly or biweekly—making B2B one of the largest GMV contributors per order.
- Cost & efficiency: Digital procurement reduces sourcing lead times and inventory overhead, improving margin for small retailers.
Seller tips
- Offer credit lines, bulk discounts, and easily repeatable re-orders to capture B2B buyers.
- Provide transparent delivery windows and consolidated invoicing for business customers.
10. Agriculture (Farm inputs, seeds & market linkages)
Why agriculture is rapidly evolving on networks
Digital access to quality seeds, fertilizers, farm machinery parts, and market linkages is transforming supply chains for smallholder farmers. Demand spikes during sowing seasons create strong order surges.
Market trends
- Seasonality: Orders concentrate around planting and harvest windows—platforms that support pre-season planning capture the most demand.
- Trust factors: Verified inputs and timely delivery reduce crop risk and establish repeat purchase behavior.
Mini case insight
One agri-input aggregator that enabled pre-season bulk booking and tranche delivery recorded a 50% increase in farmer registrations and a 28% uplift in repeat purchases year-over-year.
Seller tips
- Provide agronomic support content (FAQ, localized guidance) to reduce returns and complaints.
- Offer EMIs, microcredit, and scheduled deliveries timed to sowing cycles to win farmer loyalty.
Cross-category growth drivers
- Faster last-mile fulfillment reduces churn and increases frequency—delivery speed is a top conversion driver across categories.
- Trust and verification signals (seller rating, authenticity badges) boost conversion by 10–30% depending on category risk (health, electronics, agri-inputs).
- Subscriptions and scheduled orders dramatically increase lifetime value in grocery, beauty, and health categories.
Practical tips for sellers on the ondc platform
- Prioritize accurate inventory and lead-time info—stock-outs erode buyer trust rapidly.
- Optimize listings with high-quality images, specs, and local-language descriptions where relevant.
- Use dynamic pricing and targeted discounts during peak seasons to capture high-intent shoppers.
- Implement a simple returns and warranty policy to lower purchase hesitation, especially for fashion and electronics.
Conclusion
Across grocery & FMCG, food delivery, fashion, electronics, beauty, health, home decor, mobility, B2B and agriculture, the ondc platform reflects broader digital commerce trends—high-frequency essentials dominate order counts while electronics and B2B drive higher GMV per order. Sellers who focus on speed, trust signals, localized experiences, and subscription models are best positioned to capitalize on the 2026 growth wave.
Frequently Asked Questions (FAQs)
1. Which category generates the highest order volume on the ondc platform?
Grocery & FMCG typically generate the highest order volumes due to repeat purchase frequency and daily necessity items. Food delivery also contributes large order counts due to on-demand consumption.
2. Which category contributes the most to GMV?
Electronics and B2B categories often contribute the most to GMV per order because of higher average order values, even if order frequency is lower than grocery or food delivery.
3. How important is delivery speed across categories?
Delivery speed is critical for grocery, food delivery, and health categories—faster fulfillment can increase conversion by 15–30% and retention for time-sensitive purchases.
4. What are the biggest challenges sellers face across categories?
Common challenges include managing returns (notably in fashion), maintaining inventory accuracy, ensuring regulatory compliance for health/agriculture, and meeting customer expectations for delivery and authenticity.
5. How can small sellers compete in high-volume categories like grocery?
Small sellers can compete by focusing on hyperlocal inventory, subscription offerings, curated bundles, competitive pricing, and exceptional last-mile service.
6. Are subscription models effective across categories?
Yes—subscriptions are particularly effective in grocery, beauty, and health where repeat consumption is predictable. Subscription models increase customer lifetime value and reduce churn.
7. How should sellers optimize for seasonal demand?
Plan inventory with pre-season forecasting, run targeted promotions, extend operating hours or fulfillment capacity around peak windows, and use analytics to identify high-conversion SKUs.
8. What metrics should sellers track to measure category performance?
- Order volume and MoM growth
- Average order value (AOV)
- Repeat purchase rate and customer lifetime value (CLV)
- Conversion rate and cart abandonment
- Return rate and fulfillment SLA compliance
