Despite the rise in order volumes, average order value (AOV) dipped marginally—down 1.5% from Q3
Bengaluru: Order volumes across direct-to-consumer (D2C) brands grew by 14.5% in the January – March quarter, according to latest data by GoKwik, indicating strong growth online despite overall slowdown in consumer goods and retail segment.
Prepaid orders rose 3% quarter-on-quarter, with UPI maintaining its status as the preferred payment mode. Meanwhile, credit-based payments held steady, reflecting how consumers remained measured in their financial choices even as convenience rises.
Insights related to gender are also changing. While men still make up the majority of contributions, their share has decreased by 2% from the previous quarter. In contrast, contributions from women have increased, indicating that a more engaged female shopper demographic is actively embracing D2C channels for both lifestyle and utility products.
Despite the rise in order volumes, average order value (AOV) dipped marginally—down 1.5% from Q3. Prepaid AOV saw a 2.5% decline, while COD AOV held steady. This reflects a rationalisation in spending: shoppers are still buying, just with more focus on essentials instead of overindulgence.
In Q3 FY25, fashion and beauty & personal care (BPC) were the joint frontrunners, each contributing 25% to the total order volume—largely a result of festive gifting, wardrobe refreshes, and beauty splurges. However, in Q4 FY25, while BPC’s contribution remained steady, fashion’s share declined to 22%. This reinforces the notion that shoppers consider beauty a recurring need, while fashion remains more occasion-led and discretionary. Other categories such as electronics, home décor, and footwear also saw a natural dip in order contribution.
“To see Q4 FY25—a non-festive quarter—outperform Q3, specially at a time where demand is slugging across speaks volumes about how sticky the D2C model has become,” said Chirag Taneja, Co-Founder & CEO of GoKwik. “Shoppers are buying because they trust the experience, the product, and the brand’s promise. This behaviour is exactly what D2C brands have been striving to build—and they are seeing the payoff.”
Regionally, trends remained steady. Tier 3 cities continued to lead with the highest order share, followed by tier 1 and tier 2. However, in terms of AOV, tier 1 cities held the top spot, despite a slight dip from Rs 1359 in Q3 to Rs 1309 in Q4.
Tier 2 cities showed a positive jump in AOV—from Rs 1274 to Rs 1311—signaling rising confidence and increasing transaction sizes. Tier 3 remained consistent, pointing to a stable but value-conscious customer base, aligning with the forecast that rural demand will continue to increase as per report by Nuvama.
Geographically, Maharashtra, Karnataka, Uttar Pradesh, Delhi, and Tamil Nadu continued to dominate in order volumes across both quarters, proving to be enduring D2C strongholds with minimal shifts in regional contribution.
“Q4’s performance just showcases how far Indian D2C brands have come,” added Taneja. “It’s no longer about chasing seasonal highs—it’s about building everyday relevance. Brands that understand the pulse of this evolving consumer, and invest in retention and experience, will lead the next phase of e-commerce growth.”
