Beauty and personal care (BPC) items within the rapidly growing direct-to-consumer (D2C) sector became the top-selling category in India, with approximately 3.7 lakh packs of Vitamin C Serum sold in 2023, as per GoKwik’s network data report.
The highest repeat rate was observed in Beauty and Personal Care (BPC) at 30%, followed closely by Fashion at 28%. Meanwhile, the Electronics category recorded one of the lowest repeat rates, standing at 14%.
“D2C brands are increasingly becoming shopper favourites. Shoppers are consistently finding value in shopping from these brands. As a result, the repeat order rate of the most shopped categories has also seen a significant increase. With exclusive deals, loyalty points and offers, deepening markets and evolving trust in these brands, we can expect further growth in this industry,” said Chirag Taneja, co-founder and CEO of GoKwik.
D2C Trends in 2023:
He further stated that 2023 marked another significant year for D2C brands and contributed to their growth. From obtaining funding to omnichannel expansion or becoming listed on the stock exchange, D2C brands have thrived. While shoppers continued to shop various products from the D2C brands, one significant product emerged as the winner, Vitamin C Serum.
Recording more than 3.7 lakh orders, this product secured the highest number of orders within GoKwik’s array of D2C brands, solidifying its place in the skincare regimen of Indian shoppers. Following closely with 3.4 lakh orders, sunglasses claimed the second position as one of the preferred choices among shoppers on the GoKwik network, while skincare combos held the third spot with 2.1 lakh orders.
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Last year, D2C shoppers displayed a notable preference for online premium memberships, suggesting an increasing trust and loyalty towards specific brands. Additionally, gift cards experienced substantial demand, emerging as a favored choice for gifting, particularly during the festive season.
“Shoppers buying directly from a D2C brand reflects growing trust in the products available on the brand website with no risk of counterfeits, etc especially when it comes to beauty and cosmetics,” Taneja added.
The three most ordered products in this category were led by Vitamin C Serum, followed closely by Night Cream and Hair Growth Serum.
Fashion claimed the second-highest order volume, suggesting a notable emphasis on individuality within the fashion domain. This trend may be contributing to the rise of numerous brands in subcategories aligning with specific shopper preferences.
Health-Conscious Choices in D2C:
Healthcare products secured the third position in terms of order volume, reflecting the swift transition of Indian shoppers towards health-conscious choices and their growing reliance on D2C brands to meet their health-related needs. Within this category, the best-selling products included immunity kits and ayurvedic oil.
Within the electronics category on the GoKwik network, the top-selling items were wireless earphones, closely trailed by smartwatches. Additionally, there has been a notable surge in the demand for products addressing hair-related concerns, particularly in metro cities such as Delhi, Mumbai, Bangalore, and Kolkata, where hair serum and hair gummies emerged as the most ordered products.
GoKwik accommodates a diverse network of more than 1200 eCommerce brands, encompassing renowned names like Lenskart, Neemans, Man Matters, Purplle, Shoppers Stop, and more. These brands span across various categories such as fashion, beauty, health and nutrition, electronics, and other significant segments in the online shopping domain.