Fashion continues to rule for e-commerce sites

Fashion category ruled for e-commerce sites in 2015. For Snapdeal, one in three orders was from this category running across clothes, accessories, shoes etc. in 2015. Same was the case at Amazon Fashion. Most of the demand came from Tier II cities, thus making it clear that consumers in smaller towns were becoming fashion savvy. Snapdeal saw a 250 percent year-on-year growth in the fashion category.

Keeping this trend in mind, Snapdeal has entered into a partnership with Shoppers Stop wherein a digital store of Shoppers Stop was launched on Snapdeal. So when customers order from here on Snapdeal, they can get it delivered from the nearest Shoppers Stop.

The demand from Tier II cities doesn’t surprise anyone. Rahul Taneja, VP, category management, Snapdeal reasons that because there is less penetration of brands in Tier II cities, customers opt for e-commerce sites which have a wide assortment of brands. Also, fashion encourages customers to return again and again. Mayank Shivam, category leader, Amazon Fashion, India, says that e-commerce is able to ‘bridge the gap and bring fashion closer to consumers in smaller markets. Online stores also give consumers the convenience of accessing a broad selection of brands and styles at all price points at the click of a button’.

Amazon, too, is going to invest big in the fashion ecosystem in this year. They are looking at bringing local crafts closer to customers in the next few years. However, it will continue to invest in editorials, guidebooks and videos to educate customers about the latest in fashion and trends so as to establish Amazon Fashion as a fashion destination.