The Navratri festival of 2025 has emerged as a major driver of direct-to-consumer (D2C) e-commerce growth in India, with sales surging 25% year-on-year, according to a report by GoKwik, a leading e-commerce enabler. Beauty and personal care contributed 27.8% of festive orders, marginally surpassing fashion and apparel at 27.73%, highlighting the dominance of these categories in the festive shopping ecosystem. Together, these two segments accounted for half of total festive revenue, reflecting a clear consumer preference for both self-care and traditional fashion during celebrations.

The GoKwik report revealed that bracelets emerged as the top-selling Stock Keeping Unit (SKU) across categories, while agarbatti orders grew by 44%, indicating sustained interest in ritualistic and traditional purchases. Other high-demand items included beauty care kits, lehenga cholis, gift hampers, and children’s outfits, showing a blend of contemporary and culturally-rooted choices among shoppers. The average order value (AOV) also rose 18% overall, with fashion increasing by 17% and jewellery by 20%, pointing to higher-value festive spending and premiumisation trends.

A key highlight of the festive shopping season has been the strong adoption of prepaid orders and declining cancellations, reflecting growing consumer trust in D2C brands. GoKwik noted that cancellation rates fell by 3.8%, while prepaid orders saw notable growth, particularly in metro cities. For instance, Bengaluru’s prepaid adoption climbed to 64%, up from 54% the previous year, demonstrating digital adoption and confidence in online shopping platforms.

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Geographical trends indicate that Western and Southern India led the festive surge, with Maharashtra and Karnataka outperforming national averages. Metros collectively recorded 44% growth compared to the national average of 25%, showcasing the urban market’s increasing role in shaping festive e-commerce trends. Meanwhile, in Eastern India, Durga Puja influenced buying patterns, with sarees comprising 47% of orders, followed by jewellery, children’s wear, and idols, underlining regional variations in festive consumption.

With over 12,000 partner brands and a customer base exceeding 165 million shoppers, GoKwik emphasised that India’s festive e-commerce landscape is evolving rapidly, driven by a combination of cultural traditions, premiumisation, and digital adoption. The report underscores the significance of festive shopping as a long-term growth opportunity for merchants, particularly as consumers increasingly embrace higher-value purchases, prepaid payments, and seamless online experiences.

The Navratri season of 2025 not only highlights the importance of beauty and fashion categories in India’s festive economy but also points to broader consumer shifts. These include greater willingness to spend on premium products, increased trust in digital platforms, and engagement with culturally significant items. Brands that strategically tap into these trends of D2C growth, premiumisation, and digital adoption are poised to benefit from sustained festive demand and strengthen their market position in India’s competitive e-commerce ecosystem.

In conclusion, the GoKwik report on Navratri 2025 illustrates how the festive season has transitioned from a short-term sales spike to a strategic opportunity for D2C brands. By leveraging beauty, fashion, regional preferences, and digital payment adoption, merchants can drive sustained growth, while consumers continue to embrace a mix of traditional and modern shopping choices, reflecting the dynamic nature of India’s festive economy.

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