GoKwik data shows Singles’ Day gaining traction in India as self-indulgent shopping fuels strong D2C order growth
India’s direct-to-consumer (D2C) sector recorded a 21 per cent rise in orders on November 11 compared with a year earlier, according to new data from e-commerce enablement platform GoKwik. The company said the increase suggests Singles’ Day is emerging as a meaningful shopping event for Indian consumers, even as global sales, particularly in China, were subdued due to economic and geopolitical pressures.
GoKwik’s network data indicates that Singles’ Day is gaining cultural relevance in India as a moment for self-indulgent purchases. A women’s grooming brand reported a 106.5 per cent jump in orders, while an artisanal jewellery label saw sales rise 115.4 per cent from the previous day. Men’s grooming and men’s apparel grew 57.1 per cent and 64.5 per cent respectively, signalling appetite for discretionary spending.
“This 11/11 data is fascinating as it shows a clear cultural shift where the younger, urban Indian consumer is adopting global trends like Singles’ Day to celebrate self-love and respect,” said Chirag Taneja, Co-founder and CEO, GoKwik. “They are no longer just buying for family or partners, and this creates a brand new monetizable event for D2C brands, distinct from traditional festivals.”
The analysis also found that late-evening shopping is becoming more prominent, with more than 26 per cent of total orders placed between 9 pm and 11 pm. Delhi and Bengaluru led order volumes, while tier 2 and 3 cities such as Gurgaon, Jaipur and Noida also showed strong activity, suggesting the trend is not limited to major metros.
Taneja said the performance ahead of the Black Friday–Cyber Monday (BFCM) period points to growing willingness among Indian consumers to participate in globally recognised sale events. “We see this as a powerful preview and anticipate that this individualistic mindset momentum will build straight into a record-breaking BFCM for brands that are prepared,” he said.
Singles’ Day, originally conceived as a day to celebrate individuals in China, was transformed into a major shopping festival by Alibaba in 2009. It has since expanded into a global e-commerce event, with platforms such as Alibaba, Shopee and Lazada offering deep discounts across electronics, fashion, beauty and home categories, attracting younger shoppers worldwide.
