Beauty and personal care top selling category within D2C in 2023: GoKwik
Beauty and personal care (BPC) products in the burgeoning direct to consumer (D@C) segment emerged as the largest selling category in India after about 3.7 lakh packs of Vitamin C Serum were sold during 2023, according to GoKwik’s network data report.
The highest repeat rate was also observed in BPC at 30%, followed by fashion at 28%. The electronics category saw one of the lowest repeat rates, at 14%.
“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 of GoKwik.
He further added that 2023 marked another significant year for D2C brands and contributed to their growth. From obtaining funding to omnichannel expansion or becoming listed on the stock exchange, D2C brands have thrived.
While shoppers continued to shop various products from the D2C brands, one significant product emerged as the winner, Vitamin C Serum.
With over 3.7 lakh orders, this product clocked the most orders on GoKwik’s network of D2C brands, cementing its position in the skincare routine of Indian shoppers. At 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 favourite amongst D2C shoppers last year which could also be an indication of growing trust and loyalty for particular brands.
