GoKwik, India’s leading eCommerce enabler has shared new insights into the behavior of "power shoppers" – a growing group of highly engaged consumers shaping the future of D2C brands in India.

The number of power shoppers tripled in 2024, increasing from 500,000 in 2023 to 1.7 million (nearly 1.3% of the total 130 million shoppers on the GoKwik network). These 1.3% of power shoppers are contributing to 10% of the overall GMV for D2C brands on the network. This remarkable growth reflects that the D2C market in India is maturing with shopper trust deepening across D2C brands.

"Power shoppers are a clear sign of the trust, convenience, and personalized embedded experience that D2C brands have consistently built in the last few years," said Chirag Taneja, Co-Founder and CEO of GoKwik. "The shoppers are increasingly becoming aware of what D2C has to offer, and are willing to shop from them. Add to that, the convenience of the shopping experience, and D2C brands are consistently becoming a shopper favorite. At GoKwik, we are helping brands connect with these shoppers and drive sustainable growth,” continued Chirag.

Power shoppers have spent an average of 1215 in 2024, with 19% of power shoppers spending up to 1999, a 3% uplift from 2023, highlighting a shift toward premium products.

Beauty and personal care (BPC) was the top category for power shoppers, with 6.4 million orders in 2024. Fashion followed with 5 million orders, and healthcare saw 1.3 million orders in 2024. BPC’s average order value (AOV) ranged around 750, fashion’s 1600, and healthcare’s at around 1200 respectively.

“More and more shoppers are inclining towards niche products and private labels. Particularly in footwear, electronics, and fashion, the private label continues to gain prominence amongst shoppers of today. They are willing to spend a premium price if these labels cater to their aspirational needs. India is seeking value in products they buy, and are no more shying away from spending more across D2C brands,” stated Chirag.

Face cleansers, glow masks and sunscreens were some of the top items bought by power shoppers. Apple cider vinegar, Biotin hair gummies, and cotton pants were also some of the most bought items by power shoppers.

Payment methods also showed interesting trends. While COD continued to be the preferred mode of payment for more than 65% of shoppers, Credit-based payments grew from 2.5% in 2023 to 4.5% in 2024, peaking during festive at 6.9%. At the same time, UPI’s share among power shoppers dropped slightly from 29% to 27%.  With the convenience of checkout, access to multiple payment options, and ease of credit-based payments- affordability and aspiration are gaining wings, and D2C is scaling because of that.

Regionally, Maharashtra, Karnataka, Delhi, Uttar Pradesh, and Haryana remain key markets for power shoppers, driven largely by urban Tier-1 cities.

GoKwik houses 10000+ brands in its networking catering to over 130 mllion shoppers. Some notable brands include Lenskart, Neemans, Man Matters, Shoppers Stop, etc, ranging from fashion, beauty, health and nutrition, electronics, and other key categories of the online shopping space.