Beauty and personal care (BPC) products in the D2C segment emerged as the largest selling category in India in 2023 after about 3.7 lakh packs of Vitamin C Serum were sold during the year, according to GoKwik’s network data report. The highest repeat rate, the report added, was also observed in BPC at 30 per cent, followed by fashion at 28 per cent. The electronics category saw one of the lowest repeat rates, at 14 per cent.
“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,” said Chirag Taneja, Co-Founder and CEO, GoKwik.
After Vitamin C serum, with 3.4 lakh orders, sunglasses came in the second spot as one of the shoppers’ favourites on the GoKwik network while skincare combos ranked third with 2.1 lakh orders.
Online premium memberships also seemed to be a hot favourite amongst D2C shoppers last year which could also be an indication of growing trust and loyalty for particular brands. Gift cards too had a huge demand from shoppers.
“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,” Chirag Taneja added.
The top three products in terms of the highest orders in the beauty and personal care category were Vitamin C serum, closely followed by night cream and hair growth serum.
Fashion stood tall clocking the second-highest number of orders. Here, the highest-selling products were men’s t-shirts, both in black and white and black tops for women.
Healthcare products secured the third position in order volume. The top-selling products in this category were immunity kits and ayurvedic oil.
The highest-selling items in the electronics category, as seen on the GoKwik network, were wireless earphones followed by smartwatches.
Furthermore, products related to hair-related concerns have spiked, especially in metro cities (Delhi, Mumbai, Bengaluru, Kolkata) as hair serum and hair gummies were the most ordered products there.
According to the numbers shared by GoKwik, one person from Gurgaon ordered SPF 50+ sunscreen 942 times last year. Onion shampoo remained the top choice of another shopper in Delhi who bought the product 514 times. Even in the cold paradise of Srinagar, de-tan cream was ordered 44 times. In Bengaluru, however, scalp massager became a shopper’s favourite, as a customer ordered it over 80 times in a year.
GoKwik houses over 1200 e-commerce brands in its network including Lenskart, Neemans, Man Matters, Purplle, Shoppers Stop, etc, ranging from fashion, beauty, health and nutrition, electronics and other key categories of the online shopping space.
