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.
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.