Women-led direct-to-consumer (D2C) brands experienced a significant boost in 2023, with transactions through Simpl’s Checkout Solutions growing 54 times compared to 2022, according to the Simpl Checkout Scan report. This growth is largely driven by consumers increasingly turning to online D2C brands to meet niche needs at competitive prices.

Khanaz K A, Chief Experience Officer for D2C business at Simpl, highlighted the ongoing transformation in the Indian retail industry, noting that D2C brands are addressing the evolving needs of customers by offering reliable and affordable products. Simpl has developed various solutions, including 1-Tap Checkout, Simpl Checkout, Checkout Suite, and Early Settlement, to support these brands, many of which are led by women.

Key growth categories for women-led D2C brands in 2023 included beauty and wellness, apparel, artificial jewelry, supplements, and personal care. Notable brands driving this demand included Earth Rhythm, Inweave, Trubrowns, Raw Beauty Wellness, Dermabay, Estele, Fitspire, and Protouch Skin.

While Gen Z and millennials are key consumers of D2C products, Simpl’s data revealed that approximately 65% of customers ordering from women-led D2C brands are from non-metro cities, indicating rising e-commerce adoption in tier 2 and tier 3 cities.

The report also noted a 1.4-fold increase in the average order value (AOV) in 2023 compared to 2022, with women-led brands recording an annual order checkout volume of nearly ₹100 crore through Simpl’s network. The Indian D2C market is projected to surpass $60 billion by 2027, with a compound annual growth rate (CAGR) of 40%, according to KPMG.

This rapid growth is encouraging women entrepreneurs to further invest in their businesses, potentially leading to more job creation, the establishment of manufacturing hubs, and increased investment in warehousing infrastructure.