GoKwik data shows D2C festive orders up 25 per cent year-on-year, with higher prepaid adoption and strong metro demand
Fashion and beauty products dominated festive ecommerce in India this season, together contributing nearly half of total sales. Fashion alone accounted for 27.73 per cent of revenues, while beauty products, accessories, and seasonal items recorded sharp growth as direct-to-consumer (D2C) festive sales rose 25 per cent year-on-year.
Among the top-selling items, bracelets emerged as the single most-purchased product across categories, underscoring the role of accessories in festive shopping. Agarbatti sales—a traditional staple—rose 44 per cent during the Navratri week, while lehenga cholis, beauty kits, hampers, and children’s clothing also featured prominently in orders.
Premiumisation was a key trend. Average order value increased 18 per cent, supported by a 20 per cent rise in jewellery and a 17 per cent growth in fashion. Chirag Taneja, co-founder and CEO, GoKwik said that theFestivals in India are not just cultural milestones but also economic engines. Navratri sets the pace for Diwali, and this year we see stronger trust in D2C brands, reflected in higher prepaid orders and fewer cancellations.”
Operational data indicated higher consumer confidence and improved fulfilment. Cancellation rates fell by 3.8 percentage points compared to last year, while prepaid adoption surged in major metros. Bengaluru led with 64 per cent prepaid share, up from 54 per cent in 2024, with Mumbai, Pune, and Hyderabad showing similar momentum.
Regionally, Western and Southern India drove festive growth, with Maharashtra and Karnataka emerging as the strongest performers. Collectively, metros grew 44 per cent—well above the national growth rate of 25 per cent. In Eastern India, Durga Puja spurred strong demand, with sarees contributing 47 per cent of orders, followed by jewellery, kids’ apparel, and idols.
