19 Jan 2018 13:52 IST

Amazon sets a new ‘trend’ in online fashion sales

E-tailer is now the single-largest fashion destination in the country

After forecasting that Amazon would become the single-largest fashion destination in the country, Arun Sirdeshmukh, Business Head of Amazon Fashion, told BusinessLine that the e-tailer has now achieved that distinction after the festive season sales concluded last October.

“We exited 2017 as the single-largest fashion destination with more than 15,000 brands to become the fastest-growing online fashion marketplace in the country. We grew our selection by over 50 per cent in 2017 and launched over 300 brands last year, exceeding all our expectations,” said Sirdeshmukh.

According to an IMRB study that invloved 32,000 people across 200 cities in India, Amazon Fashion had the highest order share online as a single, standalone marketplace during the festive season, garnering 38 per cent share of the total orders in fashion, he said. By standalone, he was referring to having pipped Flipkart to the post, minus Myntra and Jabong.

First on Amazon

Elaborating further, Sirdeshmukh said that 40 brands launched new season collections first on Amazon, even before launching it in their stores. Amazon also introduced features such as auto exchange for returns, top brand filters, and even provided a break-up of jewellery prices, which is an India-first. Apparels, followed by footwear, are the two largest businesses for Amazon Fashion. Meanwhile, arch rival Flipkart has consistently maintained that it commands the lion’s share of the online fashion market. In an interaction with BusinessLine earlier this month, Rishi Vasudev, Head of Flipkart Fashion, said that during the last festival season sale that concluded in October, Flipkart Group’s (including Myntra and Jabong, which are Flipkart-owned companies) marketshare had risen to 80 per cent from 70 per cent before the festive sale.

While consumer electronics has so far been the largest category for e-tailers, fashion is now the second most hotly contested battleground, as it is set to overtake electronics to become the largest online category for shoppers by 2020, according to a Google and AT Kearney report.

At present, while electronics leads in value terms, fashion leads in unit terms.