D2C brands log 27% surge in orders ahead of Diwali season

Direct-to-consumer (D2C) brands across India logged substantially higher transaction volumes during this year's Diwali shopping season, according to analysis of over 80 million orders from nearly 400 e-commerce platforms. The surge reflects growing consumer appetite for online retail during India's peak festive buying period.

Order volumes jumped 27 per cent daily during the September 20 to November 5 window compared to the same timeframe last year, while the gross merchandise value of goods sold climbed approximately 45 per cent. The disproportionate growth in sales value relative to order numbers indicates a shift in consumer purchasing patterns toward higher-priced merchandise.

Shoppers demonstrated a clear preference for premium products despite rising retail prices, eschewing discounts in favor of quality-focused categories. Luxury fashion, skincare products, wellness items and jewellery accounted for the bulk of spending, reflecting consumer willingness to invest in discretionary goods during the festive season.

The acceleration in sales volume did not compromise logistics performance. Delivery reliability improved alongside the higher order throughput, suggesting D2C players have successfully scaled operational capacity to meet festive demand while maintaining service standards.