Water purifier sales value increased 10.6 times over September, while daily order volumes grew 4.2 per cent during the pre-Diwali period
Consumers spent more per online order during the Diwali shopping period, with household appliances and kitchen products gaining a larger share of purchases. Average order value increased 8 per cent, while daily order volumes grew 4.2 per cent, suggesting that the rise in transaction values was not accompanied by a comparable increase in the number of orders.
According to GoKwik’s Diwali 2026 shopping study, home and kitchen products accounted for 9.3 per cent of total sales value across its checkout network during October 21 to November 5, compared with 7 per cent in September. Household appliance sales value was 2.13 times the September level, while kitchen and dining products recorded a 73 per cent increase.
Water purifiers and reverse osmosis systems recorded the sharpest increase, with sales value rising 10.6 times compared with September. Air purifier sales increased 4.3 times, while vacuum cleaners recorded a 2.1-fold rise. These comparisons are against September and do not represent year-on-year growth.
Average order value increased to Rs1,389 from Rs1,288 in September, while the average number of items per order remained largely unchanged at around 2.2. Average daily GMV also increased 12.4 per cent over the September baseline, indicating higher transaction values rather than a substantial increase in the number of products purchased per order.
The increase in home and kitchen purchases came alongside demand for conventional festive categories. Sales value of salwar suits and anarkalis reached 2.3 times September levels, while ethnic footwear recorded a 2.1-fold increase. Chocolates and confectionery sales more than doubled, while sweatshirts and hoodies recorded 3.8 times their September sales value.
Spending patterns moved differently in health and personal care. Health and wellness products accounted for 9.4 per cent of total sales value during the festive period, down from 12 per cent in September. Nutrition and supplement sales declined 14 per cent, while skincare and haircare sales fell 3 per cent and 5 per cent, respectively.
Across its network of more than 20,000 direct-to-consumer (D2C) brands, GoKwik recorded estimated GMV of Rs1,328 crore during the 16-day pre-Diwali period, against approximately Rs732 crore during the comparable 15-day period last year. On a daily-average basis, GMV increased approximately 70 per cent year on year to Rs83 crore.
The company attributed part of the network’s expansion to an approximately 60 per cent increase in active brands.
