The next frontier of D2C growth isn't marketing. It's the payment option not being offered

For India's D2C brands, the hardest part of growth isn't reaching customers.

It's converting the ones already in the funnel.

Brands have cracked discovery, poured resources into performance marketing, and built loyal audiences across channels.

And yet, a meaningful share of high-intent shoppers still don't complete their purchase.

Not because the product isn't right or the checkout is too slow.