Beauty, personal care products lead D2C sales in 2023, vitamin-C serum top pick

The report revealed that BPC products, including skincare essentials, had the highest repeat rate at 30 percent, showcasing the increasing trust and loyalty towards these brands.

Beauty and personal care (BPC) products emerged as the largest selling category in the rapidly growing direct-to-consumer (D2C) market in India in 2023, with vitamin-C serums leading the pack.

According to ecommerce enabler GoKwik's network data report, 3.7 lakh packs of vitamin-C serums, which promise to improve skin, were sold during the year, making it the top-selling product.

“D2C brands are increasingly becoming shopper favourites. Shoppers are consistently finding value in shopping from these brands,” GoKwik co-founder and CEO Chirag Taneja said in the report.

The repeat order rate of the most shopped categories, too, went up significantly. With exclusive deals, loyalty points and offers, a further growth was expected in the industry.

D2C businesses sell their products directly to consumers online, without going through intermediaries like retailers, wholesalers or middlemen.

Also Read: D2C fashion and lifestyle market to touch $10 billion by FY28

The report said BPC products, including skincare essentials, had the highest repeat rate at 30 percent. The fashion category followed closely behind at 28 percent, while electronics lagged with a 14 percent repeat rate.

Taneja said 2023 was a pivotal year for D2C companies, demonstrating growth through funding, omnichannel expansion and even listings on stock exchanges.

Honasa Consumer, the parent company of Mamaearth, a skincare startup, was one such company to list on the exchanges in the year gone by.

Also read: D2C surge: Traditional brands pivot for next-gen wallet share

The three most ordered products in the BPC category were by skincare essentials —vitamin-C serums, night creams and hair-growth serums.

Vitamin-C serums not only topped the sales charts but also solidified their place in the skincare routine of Indian shoppers.

Sunglasses secured the second spot with 3.4 lakh orders and skincare combos ranked third with 2.1 lakh orders across all categories.

Fashion secured the second-highest number of orders after BPC category.

Healthcare products, including immunity kits and ayurvedic oils secured the third position in order volumes, underscoring the increasing health-consciousness among Indian shoppers.

Online premium memberships and gift cards also surged in popularity.

Taneja said direct purchases showcased growing trust in product authenticity, especially in beauty and cosmetics.

GoKwik's extensive network, featuring over 1,200 ecommerce brands, continues to play a pivotal role in shaping and reflecting the evolving trends in India's D2C space, spanning fashion, beauty, health, electronics, and various other key categories of online shopping.