With the unified payments interface (UPI) maintaining its status as the preferred payment mode, prepaid orders rose three per cent quarter-on-quarter
Indicating strong online growth despite the overall slowdown in the consumer goods and retail segment, the order volumes across direct-to-consumer (D2C) brands grew by 14.5 per cent in the January-to-March quarter of the previous fiscal year (Q4FY25), according to the data by GoKwik.
With the unified payments interface (UPI) maintaining its status as the preferred payment mode, prepaid orders rose three per cent quarter-on-quarter. While men still make up the majority of contributions, their share has decreased by two per cent from the previous quarter, the data showed.
Despite the rise in order volumes, Average Order Value (AOV) dipped marginally, down 1.5 per cent from the third quarter. Prepaid AOV saw a 2.5 per cent decline, while cash-on-delivery (AOV) held steady.
In Q3 FY25, fashion and beauty and personal care (BPC) were the joint frontrunners, each contributing 25 per cent to the total order volume, largely a result of festive gifting, wardrobe refreshes, and beauty splurges. However, in Q4 FY25, while BPC’s contribution remained steady, fashion’s share declined to 22 per cent.
“To see Q4FY25, a non-festive quarter, outperform Q3, especially at a time where demand is slugging across, speaks volumes about how sticky the D2C model has become,” said Chirag Taneja, Co-founder and Chief Executive Officer (CEO) of GoKwik.
The report stated that tier three cities continued to lead with the highest order share, followed by tier one and two cities. However, in terms of AOV, tier one cities held the top spot, despite a slight dip from Rs 1,359 in Q3 to Rs 1,309 in Q4. Tier 2 cities showed a positive jump in AOV—from Rs 1,274 to Rs 1,311, signalling rising confidence and increasing transaction sizes.
