Nykaa Online Shopping Trends

1. Abstract:

This case study report on Nykaa online shopping trends delves into the exciting world of Nykaa. It is a pioneering beauty and cosmetics e-commerce platform that has redefined the Indian beauty industry. Nykaa emerged as India’s premier online destination for beauty products and revolutionized the way consumers access and experience beauty. Its extensive product range, user-friendliness, and commitment to bringing both Indian and global brands to its customers have been instrumental in setting it apart in the e-commerce landscape.

This case study’s main goals were to find out how and why people use Nykaa, what kinds of products they like, what kinds of shopping patterns there are, how discounts and coupons affect sales, and what Nykaa’s future effects will be on the Indian beauty and cosmetics market. To accomplish these objectives, a comprehensive survey of 1,500 participants who engage in online beauty and fashion shopping at Nykaa was conducted.

Key Findings:

The key findings from this case study can be summarized as follows:

  • People choose Nykaa over other beauty and cosmetics stores because it has a wide range of products, deals and discounts, a website that is easy to use, and great customer service.
  • Makeup and skincare are the most popular product categories on Nykaa, reflecting the diverse preferences of its customers.
  • Shopping trends on Nykaa indicate an increased focus on festive seasons and promotions. Also, discounts and coupons played a pivotal role in motivating purchases and fostering customer loyalty.
  • The majority of participants actively seek and use coupons when shopping on Nykaa. This highlights the effectiveness of these promotional strategies in driving online sales.
  • Discounts and coupons are instrumental in motivating consumer behavior, with a significant proportion of respondents feeling more loyal to Nykaa due to the availability of such promotions.
  • Nykaa’s expansion into fashion through Nykaa Fashion aligns with observed shopping trends and presents an opportunity to cater to a broader range of customer needs.

These findings offer essential insights into Nykaa’s impact on consumer behavior and shopping trends in the beauty and cosmetics industry, informing strategies and adaptations to meet the evolving demands of customers in this dynamic market.

2. Introduction:

Nykaa, a beauty and cosmetics e-commerce leader, holds a pivotal role in India’s beauty industry. This case study explores Nykaa’s significance and its impact on this ever-evolving market.

Falguni Nayar started it in 2012, at the same time as the shift to digital. It was the first place in India to buy beauty products online. With its huge selection of goods, it makes shopping for beauty products easier and brings Indian and global brands to customers.

Nykaa’s impact goes beyond shopping. It influences consumer behavior, sets shopping trends, and demonstrates the power of discounts and coupons online. This study delves into these aspects, surveys 1,500 participants, and offers insights into Nykaa and the future of the industry.

3. Objectives:

The primary objectives of this case study are to gain profound insights into the dynamic world of Nykaa’s online beauty and cosmetics retail. The case study has a specific focus on understanding consumer behavior and preferences. Through this study, we aim to:

  1. To analyze and understand the different aspects of consumer behavior on Nykaa’s online shopping platform.
  2. To investigate and identify the most favored product categories among Nykaa’s customer base.
  3. To provide insights into Nykaa online shopping trends, including seasonal fluctuations and emerging patterns.
  4. To explore the role of discounts and coupons in driving online sales and fostering customer loyalty.
  5. To execute a thorough survey with 1,500 participants, shedding light on their shopping preferences and behaviors in online beauty and cosmetics shopping.
  6. To present the most significant results from the survey, offering valuable insights for Nykaa and the industry.
  7. To delve into the implications of the study’s results for Nykaa’s future strategies and the broader beauty and cosmetics market in India.

These objectives will guide the case study to provide a comprehensive analysis of Nykaa’s impact on consumer behavior and shopping trends in the beauty and cosmetics sector.

4. Methodology:

To understand the intricate world of Nykaa online shopping trends and consumer behavior, a comprehensive research methodology was employed. The study was conducted with a sample size of 1,500 participants. These participants were carefully selected to represent a diverse cross-section of Nykaa’s customer base. Here, we outline the research methods employed, data collection techniques, and subsequent data analysis procedures.

A structured online survey was the primary method for data collection. Participants were approached through Nykaa’s customer database and Google Forms. The survey incorporated a series of well-crafted questions, ranging from demographic information to shopping habits and preferences.

It’s essential to acknowledge that, while every effort was made to get a diverse and representative sample, the survey may be biased as it depends on voluntary participation. Moreover, the survey is indicative of consumer trends at a specific point in time.

We employed this research methodology to unveil a comprehensive snapshot of Nykaa online shopping trends and consumer behavior.

5. Survey And Data Interpretation:

The cornerstone of our case study on Nykaa’s impact on the beauty and cosmetics industry was a comprehensive survey conducted among a diverse group of 1,500 participants. The goal of this survey was to find out more about how people use Nykaa, what they like, and what the Nykaa online shopping trends are. The target audience for this survey was individuals who actively engaged in online shopping for beauty and fashion products, making them key stakeholders in understanding Nykaa’s influence.

A. Demographic Information:

1. Age:

Age (years)No. of respondentsPercentage
55 and above271.80%
  1. Age Distribution: The age distribution of participants in the survey reveals that the majority falls within the 18-34 age range. This suggests that Nykaa’s online shopping platform primarily attracts a younger audience.
  2. Youth Dominance: The largest group, comprising 48% of respondents, falls within the 25-34 age range. This is a key target demographic for beauty and cosmetics brands, as individuals in this age group are often more inclined to experiment with products and follow beauty trends.
  3. Diversity in Age Groups: While the majority of participants are in the younger age categories, there is still a representation of older age groups. This indicates that Nykaa’s offerings and marketing strategies cater to a broad age spectrum, ensuring inclusivity.

Understanding the age distribution of survey participants is very important. It provides a foundation for assessing consumer preferences and behavior across different age groups. The dominance of the 18-34 age group underscores the importance of catering to their specific needs and preferences. On the other hand, the presence of older participants highlights Nykaa’s ability to serve a diverse range of customers.

2. Gender:

GenderNo. of respondentsPercentage


  • Male: 238 respondents, constituting 15.87% of the total participants.
  • Female: The majority of our participants, with 1,262 respondents, accounted for 84.13% of the total.

The dominance of female respondents in our survey is in line with well-documented trends indicating that women are more likely to shop for beauty and cosmetics, both online and offline. This gender distribution ensures that our dataset is representative and diverse, allowing us to uncover insights that cater to a wide spectrum of consumers.

3. Location:

Geographical LocationNo. of respondantsPercentage


Urban: A substantial portion of our respondents, comprising 780 individuals, or approximately 52%, hail from urban areas. This indicates Nykaa’s stronghold in metropolitan and urban regions where e-commerce has found deep-rooted acceptance.

  • Suburban: The survey data reveals that 513 participants, or roughly 34%, are from suburban areas. Nykaa’s appeal extends beyond bustling urban centers to peri-urban regions, reflecting its accessibility and popularity among consumers in suburban localities.
  • Rural: A significant number of respondents, 207 individuals, or around 14%, are from rural areas. This indicates that Nykaa has managed to penetrate even into rural regions, demonstrating the widespread reach of online beauty and cosmetics shopping.

These observations illustrate the diverse geographical reach of Nykaa, highlighting its ability to cater to customers across urban, suburban, and rural settings. The percentages provided offer a clear breakdown of the geographic distribution of our survey participants, enriching our understanding of Nykaa’s market presence and reach.

B. Consumer Behavior:

1. Nykaa Online Shopping Frequency:


  • 400 respondents (approximately 26.67%) shop more than once a month on Nykaa, indicating a high frequency of engagement with the platform.
  • 603 respondents (around 40.2%) make monthly purchases on Nykaa, showing a consistent shopping pattern.
  • 351 respondents (approximately 23.4%) shop occasionally, suggesting they engage with Nykaa, but not on a fixed schedule.
  • 146 respondents (about 9.73%) shop rarely on Nykaa, indicating infrequent interactions with the platform.

These findings reflect the diverse shopping habits of Nykaa’s customers, with a significant portion making frequent or monthly purchases, showcasing the platform’s appeal and convenience.

2. Factors Driving Nykaa Online Shopping

Observing the key factors that drive customers to choose Nykaa over other beauty and cosmetics retailers, we discerned the following insights from our survey of 1,500 participants:


  1. Wide Product Range: An overwhelming 78% of respondents expressed that Nykaa’s extensive product range was the primary reason they preferred the platform. The availability of a diverse selection of beauty and fashion products under one virtual roof was a compelling factor.
  2. Trusted Brands: 65% of participants cited the presence of trusted brands as a significant influencer. Nykaa’s commitment to offering renowned national and international brands contributed to the perception of quality and authenticity.
  3. Discounts and Offers: 57% of respondents indicated that discounts and special offers played a crucial role in their choice of Nykaa. The allure of cost savings and exclusive deals was a potent motivator for online shopping.
  4. User-Friendly Website: Nearly 48% of respondents valued Nykaa’s user-friendly website and mobile app. The intuitive design and easy navigation enhanced the overall shopping experience.
  5. Customer Service: For 29% of participants, Nykaa’s customer service played a crucial role. Quick and responsive customer support added to their confidence in the platform.

These insights underscore the multifaceted factors that drive consumers to prefer Nykaa over other beauty and cosmetics retailers. The platform’s diverse product range, brand trustworthiness, promotional strategies, and focus on convenience are key elements in Nykaa’s success in the competitive online beauty and fashion market.

C. Preferred Product Categories:

From the survey data, it’s clear that Nykaa’s product offerings hold a strong allure for a wide range of customers. When asked about their preferred product categories for shopping on Nykaa, here’s what we found:

Category of productsNo. of RespondentsPercentage
Skincare 88758.80%
Bath And body70446.93%
Mom and baby35423.60%
Health and wellness38225.47%


Makeup: A substantial 80.07% of respondents expressed a strong preference for makeup products. This category clearly takes the lead, indicating a high demand for cosmetics in Nykaa.

Skincare: Skincare products come in a close second, with 58.80% of respondents favoring this category. This suggests a significant interest in skincare routines and products among Nykaa shoppers.

Haircare: Haircare products also garner substantial attention, with 34.20% of respondents choosing this category at Nykaa. Healthy, stylish hair appears to be a priority for many.

Bath and Body: Bath and body products received attention from 46.93% of participants. This category includes a variety of personal care items that contribute to a comprehensive self-care routine.

Mom and Baby: Approximately 23.60% of respondents indicated an interest in mom and baby products. This suggests that Nykaa caters to the needs of parents and families.

Health and Wellness: Health and wellness products also hold a significant appeal, as 25.47% of participants favored this category. This reflects a growing emphasis on well-being and self-care.

Fragrance: Fragrances attracted 13.60% of respondents. While it has a smaller share, it still showcases a noteworthy customer base interested in scents and perfumes.

Fashion: A significant 27.5%, or 413 out of 1,500, explored the fashion category on Nykaa, showcasing the platform’s diversification into the fashion segment.

Overall, these preferences signify a diverse customer base with various interests and needs. Nykaa’s ability to cater to such a broad spectrum of product categories is a testament to its adaptability and its capacity to provide for the diverse beauty and personal care requirements of its customers. It also highlights the importance of understanding these preferences to tailor offerings and marketing strategies effectively.

7. Nykaa Online Shopping Trends:

Our survey of 1,500 participants uncovered key shopping trends at Nykaa, emphasizing the platform’s dynamic role in the beauty and cosmetics industry. Notably, 78% of respondents reported increased shopping during festive seasons and promotions, reflecting peak shopping periods.

Regarding promotions, 64% of participants actively sought and used discounts and coupons on Nykaa. This highlights the substantial influence of promotions on purchasing decisions.

Furthermore, 57% of respondents adapted to emerging trends in online beauty shopping, particularly focusing on holistic wellness products.

In summary, the Nykaa online shopping trends are closely tied to festive seasons and the allure of promotions. The platform’s ability to engage customers during peak shopping periods and the significant impact of discounts and coupons are key contributors to its success. Additionally, consumers’ adaptability to evolving beauty and wellness trends showcases Nykaa’s continued relevance in the evolving market.

8. Coupon Utilization:

Our survey revealed significant data regarding the utilization of discounts and coupons by participants.

Respondants who use coupons1282
Respondents who do not use coupons218

These numbers make it clear how important coupons and savings are when shopping for beauty and cosmetics online. A huge majority of the participants (85.47%) regularly look for and use coupons when they shop on Nykaa. This shows that discounts and special deals are very effective at getting people to buy things.

14.53% of participants, on the other hand, chose not to use rebates. Understanding their motivations and preferences may reveal potential areas for improvement in Nykaa’s coupon and discount strategies.

Impact of Discounts and Coupons:

Our survey also revealed the significant impact of discounts and coupons on Nykaa’s consumer behavior. Here’s a concise look at the findings:

  • Sales Boost: A solid 72% admitted that discounts and coupons motivate them to buy, underscoring their effectiveness.
  • Driving Online Sales: 68% actively hunt for coupons when shopping on Nykaa, showing their pivotal role in driving online sales.
  • Customer Loyalty: 57% felt more loyal to Nykaa due to discounts and coupons, solidifying their role in building customer loyalty.

These insights affirm the vital role of discounts and coupons in Nykaa’s success, motivating purchases, and fostering customer loyalty.

9. Nykaa Fashion

The launch of Nykaa Fashion marks an exciting expansion of Nykaa’s offerings beyond beauty and cosmetics. Nykaa Fashion is a new destination for fashion enthusiasts, providing a wide array of fashion essentials, clothing, and accessories online. With this addition, Nykaa aims to become a one-stop shop for individuals seeking not only beauty products but also the latest trends in clothing and accessories.

  1. Diverse Fashion Range: Nykaa Fashion provides a wide selection of clothing, shoes, handbags, and more. You can explore the latest fashion trends and styles on Nykaa’s easy-to-use platform.
  2. Curated Collections: Nykaa Fashion offers collections curated to cover a range of styles, from casual to formal wear, ensuring you have access to the latest fashion trends.
  3. Trusted Brands: Just like with beauty products, Nykaa Fashion features reputable brands, ensuring authenticity and quality in its fashion offerings.

Shopping Trends on Nykaa Fashion:

Nykaa’s expansion into the fashion sector aligns with the Nykaa online shopping trends observed on its platform. Here’s how Nykaa Fashion complements these trends:

  1. Seasonal Shopping: Nykaa Fashion can cater to customers looking for seasonal clothing and accessories during festive and promotional periods.
  2. Discounts and Coupons: Nykaa can use discounts and coupons to attract fashion shoppers, just as it does with beauty products, to boost sales and customer loyalty.
  3. Customer Behavior: Nykaa understands its customer base’s preferences and can offer clothing and accessories that match these preferences in Nykaa Fashion.

While Ajio online shopping trends focus on a wide array of fashion choices, Nykaa’s online shopping trends center around the beauty and cosmetics industry, offering a distinct and specialized shopping experience.

By incorporating insights from the case study, Nykaa Fashion can better meet the expectations of its customers, strengthening loyalty and becoming a comprehensive online shopping platform for both beauty and fashion needs.

10. Learning Outcomes:

Here are the key outcomes and learnings obtained from the case study.

  1. Understanding of Consumer Demographics: The case study has provided valuable insights into Nykaa’s customer demographics. This understanding of age, gender, and location preferences enables Nykaa to tailor its marketing strategies and product offerings to specific customer segments effectively.
  2. Product Category Preferences: Knowledge of the most favored product categories on Nykaa, such as makeup, skincare, and haircare, informs Nykaa’s inventory management and marketing efforts. It helps in maintaining a product mix that resonates with the majority of customers.
  3. Seasonal Shopping Trends: Understanding the significance of festive seasons and promotions in driving sales helps Nykaa plan its promotional calendar more effectively. Capitalizing on peak shopping periods can boost revenue and customer engagement.
  4. Coupon Utilization Insights: Recognizing that a vast majority of customers actively seek and use coupons underscores the importance of discounts and promotional campaigns. Nykaa can continue to leverage discounts and coupons as effective tools for attracting and retaining customers.
  5. Impact of Discounts and Coupons: The data-driven confirmation of the impact of discounts and coupons on sales and customer loyalty reinforces their critical role in Nykaa’s success. This learning outcome emphasizes the importance of maintaining a robust promotional strategy to ensure sustained growth and customer loyalty.

These direct learning outcomes provide Nykaa with actionable insights to enhance its customer-centric approach, optimize its product offerings, and refine its marketing strategies for sustained growth and success in the beauty and cosmetics e-commerce industry.

10. Future Implications:

The findings from this comprehensive case study carry significant implications for Nykaa’s future marketing strategies and business decisions. As Nykaa continues to evolve in the ever-competitive beauty and cosmetics market, it can leverage these insights to shape its future strategies.

Targeted Marketing: With a deep understanding of customer demographics and preferences, Nykaa can refine its marketing strategies to target specific customer segments effectively. By tailoring its promotions and product recommendations, Nykaa can enhance the shopping experience for different age groups and genders.

Product Portfolio Management: Nykaa can make informed decisions about its product mix based on the most favored product categories. This data can guide inventory management, ensuring that Nykaa consistently offers products that align with customer preferences.

Strategic Promotions: The study underscores the importance of seasonal and promotional periods. Nykaa can proactively plan marketing campaigns and promotions to capitalize on these peak shopping seasons, maximizing sales and customer engagement.

Coupon and Discount Strategies: Given the substantial impact of discounts and coupons on sales and customer loyalty, Nykaa can fine-tune its coupon and discount strategies. This includes ensuring that the right discounts are offered to the right customer segments at the right times.

Enhanced Customer Loyalty: Recognizing that discounts and coupons contribute to customer loyalty, Nykaa can invest in customer retention programs. These programs can focus on rewarding loyal customers and incentivizing repeat purchases.

Diversified Offerings: While understanding customer preferences, Nykaa can consider diversifying its product offerings within the favored categories. By continually introducing new and innovative products, Nykaa can maintain customer interest and drive sales.

Market Leadership: By capitalizing on the study’s results and adapting to emerging trends, Nykaa can maintain its leadership position in the beauty and cosmetics e-commerce market. The data on customer adaptability to trends can guide Nykaa’s product acquisitions and marketing campaigns.

Customer-Centric Approach: These insights underscore the importance of a customer-centric approach. Nykaa’s focus on providing an exceptional user experience with a wide product range, trusted brands, and excellent customer service aligns with the preferences of its target audience.

In conclusion, the findings of this case study have far-reaching implications for Nykaa’s future strategies and its continued success in the beauty and cosmetics market. By leveraging these insights, Nykaa can adapt to evolving customer preferences, refine its marketing strategies, and maintain its position as a trailblazer in the online beauty and cosmetics industry in India. Additionally, these insights are relevant to the broader beauty and wellness e-commerce sector, offering valuable guidance for other businesses operating in this space.

11. Survey Approach:

To compile data for this case study on Nykaa’s online shopping trends, a comprehensive survey was conducted using Google Forms. The target audience consisted of 1,500 Nykaa customers, chosen to represent diverse demographics. These participants ensured a well-rounded understanding of consumer behavior and shopping trends on Nykaa.

Participants who responded positively to the initial question, “Do you shop at Nykaa online?” completed the survey exclusively. This ensured the data collected was from individuals actively engaged in online beauty and fashion shopping on the Nykaa platform, making them key stakeholders in understanding Nykaa’s influence and trends in the industry.

12. References:


Written by

Sanket Gharat

Meet Mr. Sanket Gharat, Founder | CouponMoto
Digital Content Creator, Online Shopping Research Expert

Hey there, I'm Sanket Gharat, the brain behind CouponMoto, where the you get benefits for online shopping. I've always been the type to unravel mysteries, and when it comes to decoding the world of e-commerce trends, I'm your go-to person.

My journey kicked off with a strong background in behaviour analysis of online shoppers, giving me the tools to dive deep into the intricacies of online shopping. CouponMoto was born from my insatiable curiosity and my desire to simplify the world of digital deals while uncovering hidden insights through research and analysis.

Drowning in data is my thing. I've mastered the art of sifting through mountains of information to whip up research reports that aren't just data – they're insights you can actually use. Whether it's spotting the next big trend or understanding what's ticking in the consumer's mind, I'm your trusted source for actionable insights that businesses can bank on.

These ventures aren't just milestones; they're proof that businesses can make smarter decisions and consumers can shop savvier with the right information at hand.

But I'm more than just a data geek. I'm all about building bridges and sparking discussions. At CouponMoto, I've fostered a community of folks who share my passion for everything digital shopping-related. It's not just about insights; it's about sharing knowledge, collaborating, and sparking innovation.

My eyes are fixed firmly on the future, and I'm not stopping anytime soon. The digital shopping world is my playground, and my goal is to reshape the way we all think about online commerce. In a world that's all about digital transactions and data-driven decisions, I'm here to guide you through the noise and help businesses thrive in the digital marketplace.

So, whether you're a business aiming to stay ahead in the game or a savvy shopper looking to make informed choices, join me on this journey. Let's navigate the digital landscape together.