Brand websites are driving online fashion retail growth over marketplaces; the former reported 66 per cent order volume growth in FY21 as compared to FY20, says Fashion e-commerce Report: FY2021 vs FY2020, a new report from Unicommerce, a market leader in e-commerce enablement software for multi-channel, warehouse management and Omnichannel services.
“The fashion industry in India is setting new benchmarks of innovation in the e-commerce industry. The rising adoption of DTC (direct to consumer) amongst fashion brands has helped them build a strong connect with the consumer leading to higher growth. The brand websites have reported 66 per cent order volume growth and 77 per cent GMV growth in FY-2021 as compared to the previous financial year,” the report states.
“The strong order volume growth supported with higher GMV growth has led to a 6 per cent increase in average order value. As compared to websites, marketplaces have reported 45 per cent order volume growth and 33 per cent GMV growth, with an 8 per cent decline in the average order value for FY-2021. This is testimony that fashion brands are investing aggressively to build a stronger DTC presence,” it adds.
Trend: Rising demand from Tier II, III cities
The trend of online shopping is gaining prominence in tier-II and -III cities, with 118per cent growth coming from Tier-II cities and over 192 per cent order volume growth from Tier-III cities, while Tier-I cities have reported a muted order volume growth of 14per cent.
Trend: Omnichannel Gaining Momentum
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