Puma sees growth through e-commerce

Despite having several e-commerce platforms for a tie up,

Puma India recently unveiled its own web platform Pumashop.in to reach out to consumers wanting to shop online. The growth momentum being witnessed by the e-commerce market in India has also led to the decision of launching its own etailing website.

The company believes that a shopper visiting a multi-brand e-commerce platform like Flipkart or Myntra is different from the one who would visit a single brand website. So apart of forming a tie up with multi-brand e-tailers, Puma decided to have its own platform to attract the loyal buyers looking at particularly buying Puma footwear or merchandise.

While multi-brand online retailers contribute about 12 percent to its online sales, Pumashop.in contributes about one percent, which is relatively a small percentage right now. However, the company expects to drive in more traffic in the coming years. As of now, 55 percent of online sales come from the footwear category.