24th October 2025: GoKwik, India’s leading eCommerce enabler, recorded a significant 46.81% year-on-year growth in D2C orders during the Diwali shopping period (October 7-20, 2025), with GMV increasing by 46.44% compared to the previous year. Notably, the peak shopping day arrived eight days before Diwali, compared to the Diwali day peak in 2024, signaling growing confidence in the D2C delivery ecosystem, backed by improved logistics and reliable delivery timelines.
Air purifier sales soared ahead of Diwali amid worsening pollution levels, particularly across urban India. This surge reflects a newfound prioritization of well-being alongside festival celebrations among urban consumers.
Prepaid payments have gained further traction, rising from 37.44% in 2024 to 52.42% in 2025, a jump of 15 percentage points largely driven by UPI adoption, while Cash on Delivery declined from 62.56% to 47.58%, indicating increased customer trust in digital transactions.
“The evolution of Indian shoppers this Diwali reinforces what we’ve always believed- convenience and trust are the new currencies of commerce. As consumers increasingly rely on UPI and digital payments for even high-ticket purchases, brands that focus on seamless, personalized experiences will lead the next wave of D2C growth. GoKwik’s mission has always been to power that shift with intelligence and reliability” said Chirag Taneja, Founder, GoKwik.
Beauty & Personal Care maintained its lead with a 31.29% share of GMV, followed by Fashion & Apparel at 23.80%. The jewelry and accessories category stood out with an outstanding 170% growth year-on-year among the same brands, a clear indication of consumers’ shift to buying high-value items online.
At a regional level, Maharashtra continued dominating with an 81% increase in order volume. Karnataka showed remarkable growth of 86%, overtaking Uttar Pradesh, whose growth stood at 58.6%, to become the second-largest state market.
Bengaluru sustained its position as the top city for D2C orders, followed by Pune, while the Mumbai Metropolitan Region (incorporating Mumbai, Mumbai Suburban, and Thane) reinforced its significance in festive commerce.
Tier-wise, Tier 2 cities demonstrated the highest increase in average order value at 15.3%, outpacing Tier 1 growth of 11.3% and Tier 3 growth of 9.97%, underscoring rising purchasing power and digital adoption in emerging urban markets.
Festive apparel buying trends showed kurtas as the bestseller with white dominating sales, followed by pink and red variants. Sarees held the second spot with maroon as the favored color, while lehengas, though lower in volume, commanded the highest average order value.
Traditional ritual items such as diyas, candles, puja thalis, silver coins, kumkum, and rangoli colors recorded notable online traction, indicating the increasing digitalization of needs that were earlier fulfilled via brick-and-mortar and neighborhood stores.