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In today’s era of multiple ads flashing everywhere on consumer’s screens - be it CTV, social media platforms, mobile apps or even streaming platforms - digital fatigue is bound to set in sooner or later. As consumers scroll through an endless stream of targeted ads, algorithm-driven feeds, and impersonal product suggestions, they are looking for something that is more personalized and relatable. Enter emotional commerce, where brands are trading automation for authenticity, and transactions for trust.
It’s no surprise that emotional commerce is resonating most with D2C brands, whose strength lies in building direct, personal relationships. Without middlemen, they have a rare opportunity to embed meaning at every step of the customer journey.
From handwritten thank-you notes tucked inside packages to personalized voice messages and empathetic customer service, D2C brands are investing in meaningful interactions over mechanical transactions. As digital natives become wary of hyper-automation and AI-generated engagement, what they increasingly seek is sincerity, warmth, and human connection - even while shopping.
“We're seeing consumers gravitate toward brands that acknowledge their humanity - whether that's through transparent supply chain stories, founder narratives that include struggles and failures, or customer service that feels genuinely empathetic rather than scripted. The expectation has evolved from ‘solve my problem quickly’ to ‘understand me as a person’. The need for brands to be authentic is the most important expectation now,” said Gopa Menon, Chief Growth Officer - APAC at Successive Digital. He added that audio messages from founders, personalized video responses to customer complaints, and even old-school phone calls are making comebacks. According to him, these tactics work because they're unexpected in our hyper-digitized world - they create genuine surprise and delight precisely because they feel inefficient and human.
And, several brands in the D2C space are doing just that. Personalised notes seem to be working wonders for the brands as many of them integrate it into their packaging journey.
Vedang Patel, Co-Founder of The Souled Store said, “One way we make the brand experience personal and human is by including a handwritten note from us founders with every order. It’s a small gesture, but it reflects our gratitude and the love we have for our community.”
SuperYou, too, includes a letter that shares the ‘why’ behind SuperYou, a heartfelt note that reflects their values, mission, and the emotional journey that led them to create this product.
Meanwhile, celebrity-founded brands such as Twiddles aim to leverage the celeb appeal to keep the connection strong. They include a surprise gift with every order, which can even be a signed bat from Yuvraj Singh. They also further use their founder’s story as a core asset — from welcome emails to social content, people hear directly from Yuvraj, making it feel personal and real.
According to Akhilesh Chopra, Senior Director - Growth Consulting & Strategy, WebEngage, brands that succeed do one thing well, that is they listen. From listening, they create community. From the community, they earn trust. Emotional commerce, then, relies on shared values, transparent communication, and genuine experience. Today's consumer wants more than just function; they want a sensation. Brands that generate feelings of joy, security, and aspiration acquire loyalty.
“For instance, unboxing a package should feel like a celebration. Customer support should sound like a friend. Communication, too, has changed. No single channel dominates, but each serves a purpose. Email tells a story. WhatsApp builds intimacy. Push notifications nudge. SMS alerts. Together, they converge, reinforcing the emotional identity of the brand,” Chopra explained.
Improvement in key metric areas?
All these emotional efforts are futile if consumers don’t respond. Metrics like repeat orders, Net Promoter Score (NPS), and Average Order Value (AOV) help brands gauge whether the emotional playbook is working - or just wishful thinking.
“Customers who feel connected behave differently. At the cart, they abandon less. After the purchase, they return more. Over time, they advocate. They recommend, not because they must, but because they believe. Their value is lifetime. Their influence is exponential,” said Chopra.
He highlighted that brands must recognize that product parity exists. They must understand that differentiation now comes from story, not SKU. They must commit not just to selling, but to feeling. In emotional commerce, strategy binds to empathy. Conversion follows connection. Growth emerges from meaning. D2C is no longer just a channel, it is a relationship. And every long-lasting relationship not only begins rather is nurtured over time through true emotions.
Almost all the brands seemed to agree with this as they all echoed that building emotional connection has led to an increase in repeat orders from the consumers.
“One of the clearest signals for us has been our repeat purchase rate, currently over 40%,” said Nikunj Biyani - The Co - Founder of SuperYou. He added, “What excites us most is the qualitative feedback: the DMs, the emails, the messages that say, ‘I feel seen,’ or ‘This brand just gets me.’ That’s the kind of loyalty you can’t buy, it’s earned through emotional engagement.”
Other brands such as The Souled Store and Twiddles have also seen an improvement in NPS and AOV along with an improvement in repeat purchases.
According to Patel, by focusing on personalized, community-led experiences, they’ve seen repeat purchases hit an all-time high. Their NPS also continues to rise, reflecting deeper trust and brand affinity. They’ve also seen a steady increase in AOV, especially as they expand into new categories like accessories. “When customers feel emotionally aligned with the brand, they’re more likely to explore beyond just one product or collection,” Patel added.
This was further echoed by Kumar Gaurav, Co-founder of Twiddles, who observed a significant increase in their repeat purchase rate following the introduction of story-driven content and surprise packaging elements. The brand’s NPS also improved, with feedback often citing authenticity and thoughtfulness as key differentiators. Additionally, AOV saw a notable rise during campaigns featuring personalized bundles and limited-edition flavors.
However, there’s also no denying the fact that emotional commerce takes time to generate ROI unlike other tools. How are brands then justifying spending on it in a longer run?
According to Menon, the justification often comes through cohort analysis - customers acquired through emotionally-driven campaigns typically show higher retention rates, larger basket sizes, and more referral activity, even if their initial conversion costs are higher. Forward-thinking brands are also measuring ‘emotional lifetime value’ - tracking how emotionally connected customers behave differently over time.
He added that the most compelling argument is that emotional commerce creates defensible differentiation. “Performance marketing can be replicated by competitors, but authentic emotional connections create switching costs that go beyond price and convenience.”
Emotional commerce vs performance marketing
But does an improvement in repeat purchases, AOV, and NPS mean that D2C brands are allocating a greater portion of budget to emotional commerce rather than performance marketing? Experts believe that the genius lies using these both in a hybrid manner for the most effective results.
Menon said, “D2C brands are indeed shifting spend, though it's more nuanced than a complete pivot away from performance marketing. The smart brands are creating hybrid approaches - using emotional storytelling as the top-of-funnel strategy while maintaining performance marketing for conversion optimization.”
He further said that they're seeing increased investment in content that doesn't directly sell - behind-the-scenes documentaries, customer story features, community-building initiatives, and long-form brand journalism. These investments often show up in different budget lines - brand marketing versus direct response - making the ROI conversation more complex but ultimately more valuable for long-term customer lifetime value.
However, brands argued that emotional commerce is proving to be more cost-efficient than performance marketing in some areas — like retention or customer lifetime value.
According to Patel, while performance marketing is great for acquisition, it often comes with rising costs and short-term results. Emotional engagement- through community building, storytelling, and thoughtful brand experiences- creates long-term loyalty at a lower cost. At The Souled Store, he said, they’ve seen customers return not just for the product, but for the connection they feel with the brand. This emotional bond translates to higher retention and better lifetime value, making it a smarter, more sustainable investment in the long run.
This was further reiterated by Biyani who said that while performance marketing gets people in the door, emotional commerce is what keeps them here. “You can scale ads, but you build love one interaction at a time and love is what makes a brand last,” he added.
Balancing personalisation with scale
As D2C brands grow rapidly, a key challenge emerges: how to maintain the intimacy and personal touch that earned customer loyalty in the first place, without compromising on scale. For many, the answer lies in intentional personalization powered by smart systems and emotional intelligence.
It’s definitely a tightrope, admits Biyani, whose brand has embedded personalization into its communication strategy through direct channels like WhatsApp and email. Rather than relying on generic blasts, messages are tailored based on where customers are in their journey—first-time buyers receive different cues than loyal repeat shoppers. To ensure consistency as the brand scales, they are investing in tools that allow automation without losing the warmth and context of human interaction.
Patel of The Souled Store echoed this sentiment, emphasizing that scalability doesn’t mean abandoning thoughtfulness. He added that they use data and community feedback to shape what they design, ensuring each drop feels relevant and personal. However, they also go a step further - with exclusive, limited-edition drops for their members and niche fan communities. “Whether it’s an anime capsule or a vintage collab, these drops let us serve hyper-specific interests without compromising efficiency,” he said.
Gaurav from Twiddles added that they’ve managed to scale ‘without losing soul’ by automating with empathy. Email flows are triggered by behavior but crafted with warmth, while smart audience segmentation ensures content and offers feel personally relevant. Influencer collaborations add another layer of relatability, creating curated, culture-forward moments that maintain the brand’s personality—even as it grows.
Next big thing in D2C space?
In a world increasingly shaped by automation and algorithms, can emotional commerce emerge as the defining edge for D2C brands? Many founders believe it already is.
Biyani said, “While automation brings efficiency, it can never replace empathy. What we’re seeing is a growing desire from consumers to feel something, to connect with brands on a deeper, more emotional level. Emotional commerce, experiences that are thoughtful, personal, and grounded in real values, will be the edge for D2C brands in the next phase.”
Patel added to this, emphasizing that emotional commerce is embedded in everything they do, from nostalgic designs and fan-favourite references to personalised content. More importantly, it’s supported by an active community. Through memberships, exclusive merchandise drops, and fan-first events like screenings, meetups, and creator collaborations, they’re not just selling products—they’re creating shared experiences that foster loyalty and belonging.
“These touchpoints foster loyalty and belonging, turning customers into fans and fans into brand advocates. Emotional commerce isn’t just a strategy - it’s a way to build a brand people genuinely care about. And in a crowded D2C space, that’s what sets you apart and builds staying power,” he concluded.
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