Here’s what we have observed in the D2C segment so far. We will keep this list updated as and when we see a change.
We have compiled a list of expected conversion rates by website platform and average order value. We have also added nuances and customer behavior based on segment.

Beauty and Personal Care

Some of the brands that have gained popularity among millions of Indians over the last couple of years include Nykaa, Sugar, Mamaearth, Wow Skin Science, MyGlamm, Skinkraft, and Plum. Currently, India has over 80 D2C brands across beauty, personal care, cosmetics, and men’s grooming segments.

In this segment one can expect a conversion rate of 2-6% if the average order value is in the range 1300-800. Conversion rates and Average order value has inverse relation. So websites with higher AOV tend to have lower conversion.

If your website is on Magento, WooCommerce or Shopify and you are using tons of external plugins you should expect about 20-50%  lower conversion rates, primarily due to page speed and poor experience.

Mens Grooming an Hygiene

Brands in this segment include Beardo, Bombay Shaving, The Man Company, LetsShave, MensXP, Zlade, and Bold Care

In this segment usual conversion rate is 3-8% if the average order value is in the range 800-600.
This segment enjoys a very high brand loyalty and lower time to checkout. Compared to Women beauty segment the time to checkout is on average 2 seconds less. Spread between AOV and conversion rate is a bit less because men tend to spend less on their beauty compared to women. However since lockdown we have seem this segment perform very similar to women’s segment.

Pre-covid this segment observed peaks during 8-12 in the morning and then 5-7 in the evening followed by another peak between 11-1 at night. Which had a high co-relation with working hours, now we are seeing a more spread out traffic pattern.

If your website is on Magento, WooCommerce or Shopify and you are using tons of external plugins you should expect about 30-70%  lower conversion rates for new customer, primarily due to page speed and poor experience. However due to brand loyalty the conversion rates don’t drop so much for repeat customers.

Nutrition / Staples / Super Foods

In this segment average conversion rates and order volumes have improved in last 6 months.

 Conversion rate is 3-8% if the average order value is in the range 800-600.

This segment also enjoys a very high brand loyalty and lower time to checkout in the baby and organic foods segment. This segment is an amalgamation of all sorts of brands some of which are medicinal brands while others offer healthier snacks. Hence it’s difficult to comment much on the AOV or conversion rates.

This segment observes peak at the start and end of month because brands in this segment offer staples which are stocked every month in families. Brands in this segment should stay away from selling on amazon if they are offering premium products because amazon has a price centric audience and brands usually undercut their competition on prices. Product quality is more important than anything else in this segment.

If your website is on Magento, WooCommerce or Shopify and you are using tons of external plugins you should expect about 30-70%  lower conversion rates for new customer, primarily due to page speed and poor experience. However due to brand loyalty the conversion rates don’t drop so much for repeat customers.

Ayurvedic Products Or Herbals Products

This is the segment which has benefitted the most from covid. Tons of new brands are coming up in this space. Brands like Patanjali, Khadi, Kapiva rule this segment but still new brands like Dr. Vaidyas, TAC, etc enjoy significant volumes.

While traditional brands like Patanjali focus on ATL and BTL advertising while neglecting the D2C channel the new age brands are capitalising on it.

AOV to conversion rates co-relation is most complex in this segment. We don’t yet have a hypothesis as to why this is the case. In this segment we have seen AOV of 300-1400 and a conversion rate of 0.15 to 18%

The highest conversion rate was observed for immunity booster product line over the last 1 year.

A niche, sexual wellness enjoys highest number of guest checkouts and direct purchases.

That’s all from our side, if you would like to know more about your segment we can audit your website and let you know how much money you are loosing by not optimising your conversion rates.

You can book a free consultation with us.