In the dynamic Direct-to-Consumer (D2C) landscape of India, Beauty and Personal Care (BPC) products took center stage, emerging as the top-selling category in 2023. According to GoKwik’s network data report, a remarkable 3.7 lakh packs of Vitamin C Serum were sold during the year, showcasing the growing popularity of D2C brands in the country.
Chirag Taneja, Co-Founder and CEO of GoKwik, highlighted the significance of D2C brands, stating, “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.”
The report revealed that BPC products had the highest repeat rate at 30%, followed closely by fashion at 28%, while the electronics category lagged with a repeat rate of 14%.
Speaking about the growth of D2C brands, Taneja remarked, “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 proved they are here to stay and grow.”
Vitamin C Serum emerged as the star product, recording over 3.7 lakh orders, solidifying its place in the skincare routines of Indian shoppers. Sunglasses secured the second spot with 3.4 lakh orders, followed by Skincare Combos with 2.1 lakh orders.
Online premium memberships gained popularity among D2C shoppers, indicating growing trust and loyalty toward specific brands. Gift cards also saw substantial demand, especially during the festive season.
Taneja emphasized, “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.”
The top three products in terms of the highest orders were Vitamin C Serum, Night Cream, and Hair Growth Serum. In the fashion category, Men’s T-shirts, both in black and white, along with black tops for women, dominated sales. Healthcare products, notably Immunity Kits and Ayurvedic Oil, secured the third position in order volume.
Wireless earphones and Smartwatches emerged as the highest-selling items in the electronics category. Notably, hair-related products, such as Hair Serum and Hair Gummies, witnessed a spike in demand, particularly in metro cities like Delhi, Mumbai, Bangalore, and Kolkata.
The report also highlighted interesting purchasing patterns, such as a shopper from Gurgaon ordering SPF 50+ sunscreen 942 times, and another from Delhi purchasing Onion shampoo 514 times. In Srinagar, De-Tan cream was a top choice with 44 orders, while in Bangalore, the scalp massager became a favorite, ordered over 80 times in a year.
With over 1200 eCommerce brands in its network, including Lenskart, Neemans, Man Matters, Purplle, Shoppers Stop, GoKwik continues to be a key player in shaping and reflecting the evolving trends in India’s D2C space.
