Beauty and personal care products emerged as the largest selling category in India with about 3.7 lakh packs of Vitamin C Serum sold during 2023, according to GoKwik’s network data report. The beauty and personal care products saw the highest repeat rate at 30 pc, followed by fashion at 28 pc. The electronics category saw one of the lowest repeat rates, at 14 pc.
GoKwik houses over 1200 eCommerce 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.
“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.
After Vitamin C Serum, with 3.4 lakh orders, sunglasses took 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 were a favourite with D2C shoppers last year. Gift cards also witnessed huge demand. “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,” Taneja said.
Fashion clocked the second-highest number of orders. The highest-selling products in this category 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. Furthermore, products related to hair-related concerns spiked, especially in metro cities (Delhi, Mumbai, Bangalore, Kolkata) as Hair Serum and Hair Gummies were the most ordered products there.
The highest-selling items in the electronics category, as seen on the GoKwik network, were Wireless earphones followed by Smartwatches.
Among some interesting shopping highlights, 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. In Srinagar, De-Tan cream was ordered 44 times. In Bangalore, scalp massager became a shopper’s favourite, as a customer ordered it over 80 times in a year.
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