Digital Consumption bounces back as D2C brands see a 36% surge in order volume during the Republic

GoKwik, India’s leading eCommerce enabler, shared that brands in its network witnessed a 36% order surge during the Republic Day sale period this year compared to last year.

After a muted post-festive season consumption, the Republic Day sale has showcased a revival in shopper enthusiasm, with GMV also increasing by 41% compared to last year’s sale period.

“With slow demand in the last few months, brands started their Republic Day sale in full flash, aiming for a revival. Inflation also hit an all-time low, and core inflation seems to be stable, hovering around 4%. Add to that the chatter around budget 2025 bringing about income tax reliefs for common folks. The sentiment amongst consumers seems to be heading in a positive direction – leading to this revival in consumption we see on our network. With RBI also considering making interest rate cuts in February 2025, this consumption can see a further boost in the coming months,” said Chirag Taneja, Co-Founder and CEO, GoKwik

Beauty and Fashion categories were key drivers to this order surge, contributing 34% and 26% respectively. In categories, footwear stood out, with orders nearly doubling during this year’s sale period. Healthcare also witnessed a 38% increase in orders compared to last year’s Republic Day sale period. Electronics and home decor saw a degrowth of 22% and 34% compared to last year’s Republic Day sale period respectively.

“After splurging during the year-end, people have the tendency to make resolutions to lead a healthier lifestyle during the new year. That reflected on our network too as the sale of healthcare products during the Republic Day sale period saw a surge compared to last year during this period. Some of the best-selling products in this category were diabetes control juice, cholesterol control juice, protein powders and cold relief juice. With rising health concerns in India, it is a fair trend towards leading a more aware, healthier and fitter life.” added Chirag.

One of the most notable trends was the shift in payment preferences. For the first time, prepaid orders surpassed COD orders by 11%, reflecting growing trust in D2C brands and the adoption of digital payment methods. In the 2024 Republic Day sale period, COD contributed 50% of orders. This time, the share dipped to 44%. UPI payments accounted for 45.85% of the overall order volume this year, a 1% jump from last year. Credit-based payments grew by 2.61% compared to last year.

Average order values (AOV) also saw a shift. Prepaid AOV increased from ₹1,171 last year to ₹1,280 this year, while COD AOV declined slightly from ₹1,293 to ₹1,272. High-value items were predominantly purchased on prepaid in tier-1 cities, while tier-2 and tier-3 cities continued to favour COD for their purchases.

Tier-3 cities also drove 41% of the order surge during this sale period, followed by tier-1 cities at 31% and tier-2 cities at 26%.

Regionally, Maharashtra, Karnataka, Uttar Pradesh, and Delhi were the top contributors to order growth, with shares of 16.8%, 9.7%, 8.8%, and 6.7%, respectively.

Popular products included face cleansers, sunscreens, and serums, reflecting the continued demand for beauty and skincare items among shoppers.

GoKwik houses 10,000+ brands in its network catering to over 130Mn shoppers. Some notable brands include Mamaearth, Lenskart, Neemans, Man Matters, Shoppers Stop, etc., ranging from fashion, beauty, health and nutrition, electronics, and other key categories of the online shopping space.