16% Early-Festive Surge Signals Strong Quarter for D2C: GoKwik

Key Highlights

• Fashion & apparel led sales at 31%, followed by beauty & personal care (22%) and health & wellness (14%).
• Astrological products emerged as a surprise entrant, posting the highest average order value (₹5,042 per purchase). Spiritual products like Rudraksha beads and Yantras also joined mainstream carts.
• Regional trend: Bengaluru topped order volumes, while Rangareddy district (Telangana) entered the top 10 for the first time – reflecting D2C adoption beyond metros.
• Supply chain gains: Return-to-origin (RTO) rates dropped sharply, with electronics improving from 31.5% to 27% and footwear from 37% to 27.9%.
• Payment shift: Prepaid orders surged across categories. In fashion, prepaid penetration rose from 30.4% to 48.7%, while beauty went from 38.7% to 55.5%.

Indian shoppers are preparing their festive baskets earlier than usual this year, resulting in a 16% year-on-year increase in order volumes for direct-to-consumer (D2C) brands on GoKwik’s platform during the pre-festive period, according to the e-commerce enabler.

GoKwik said the shift is coming as consumers seek to beat last-minute supply bottlenecks and secure early discounts. Fashion and apparel dominated sales, representing 31% of total volumes, followed by beauty and personal care at 22% and health and wellness at 14%.

Besides the standard categories, a few unusual categories, such as Astrology, also emerged. Astrological products posted the highest average order value at INR 5,042 per purchase. In contrast, spiritual products such as Rudraksha beads, Yantras, deities, spiritual jwellery, and other pooja items joined mainstream online carts alongside fashion and beauty, highlighting changing consumer preferences.

The growth was not limited to category expansion. About nine brands reported more than 100% year-on-year volume growth, suggesting breakouts in niche segments.

Some intriguing geographic trends captured attention.
Bengaluru recorded the highest order volumes, followed by Pune and Mumbai suburban areas. Rangareddy district in Telangana entered the top 10 locations for the first time, pointing to D2C adoption outside traditional metro hubs.

Merchants also reported sharper supply-chain performance. Return-to-origin (RTO) rates – a key metric for failed deliveries – declined across major categories. Electronics improved from 31.5% to 27%, while footwear fell from 37% to 27.9%.

“The early-festive period is proving to be a litmus test for D2C resilience. Brands that prepared with better address hygiene and proactive customer engagement have seen improved delivery outcomes,” said Chirag Taneja, co-founder and chief executive officer of GoKwik.

One of the most marked changes was in payment choices. Prepaid orders surged across 15 of 18 categories. In fashion and apparel, prepaid adoption rose from 30.4% to 48.7%. Beauty and personal care climbed from 38.7% to 55.5%, while electronics increased from 56.6% to 64.1%.

Across categories, prepaid penetration rose by an average of 11.9 percentage points. GoKwik attributed the trend to cleaner data, stricter courier orchestration, and stronger buyer communication ahead of the peak festive quarter.

India’s D2C sector, valued at over $20 billion, has been one of the fastest-growing segments of online commerce. It is driven by younger shoppers, rising disposable incomes, and brand willingness to bypass marketplaces. Analysts say early festive demand often sets the tone for quarterly growth and brand profitability.

GoKwik works with over 12,000 brands and has access to over 165 million shoppers, covering categories from fashion and beauty to electronics, health, and wellness.