The latest BFCM report from GoKwik has unlocked a powerful truth that every eCommerce and D2C brand needs to understand—India’s next phase of digital growth is being written beyond the metros.
As a D2C growth agency, we constantly track market behaviour, and this report is one of the strongest indicators of where the real opportunities now lie.
📈 A Record-Breaking BFCM for Indian D2C Brands
Indian brands outperformed global benchmarks by a wide margin this year, with:
- 58% year-on-year surge in GMV
- 63% jump in total orders
This growth rate was more than double what international markets reported—proof that India’s eCommerce ecosystem is scaling at a different pace altogether.
🏙️ Bharat Is the New Growth Engine
The biggest shift this year was geographic.
41% of all shoppers were from Tier 3 cities, marking a massive acceleration in digital adoption across India’s emerging markets.
High-growth clusters like Rangareddy and Gautam Buddha Nagar are now driving the momentum that was once limited to metros like Mumbai, Delhi, and Bengaluru.
For D2C brands, this means:
- A larger, fast-growing TAM
- More first-time internet shoppers
- Massive potential for regional, vernacular, and value-driven strategies
💳 Digital Payments Finally Take the Lead
For the first time ever during BFCM, online payments overtook Cash on Delivery—a major psychological shift.
This signals:
- Higher trust in online shopping
- Better checkout experiences
- Increased willingness to prepay
- Improved profitability for brands
A more mature digital shopper = higher conversion + lower RTO. Win-win.
🕙 India’s Shopping Peak: 10 PM Friday
The data also revealed a new buying rhythm.
Peak shopping time was 10 PM on Friday, highlighting how post-dinner browsing has become India’s favourite shopping moment.
For marketers, this means rethinking:
- Campaign timing
- High-intent remarketing windows
- WhatsApp + push notification strategy
- Funnel budgeting during late-night hours
🔍 The Bottom Line
India’s eCommerce story is entering a new era—one where:
- Growth is coming from Tier 2 & Tier 3 markets
- Consumers trust digital payments more than ever
- Shopper behaviour is more predictable and scalable
For D2C brands, the question isn’t whether to tap into this shift—it’s how fast you can adapt your acquisition, retention, and logistics to match the new India.
Exciting times lie ahead for brands that move early and build for Bharat.