India’s direct-to-consumer (D2C) e-commerce sector experienced a robust 25% year-on-year growth during the 2025 Navratri festival season, with beauty and fashion categories leading the surge, according to GoKwik. Beauty and personal care products accounted for 27.8% of total orders, narrowly surpassing fashion and apparel at 27.73%, collectively generating nearly half of festive sales revenue. The period also saw a notable rise in average order values, up 18%, alongside higher prepaid purchases and lower cancellations, reflecting growing consumer confidence in online shopping.