Amazon Fashion sees more than 60% shoppers from Tier 2 and Tier 3 markets this
Amazon Fashion sees more than 60% shoppers from Tier 2 and Tier 3 markets this festive season!
- Customers loved the Great Indian Festival experience in Hindi, Tamil, Telugu, Malayalam and Kannada
This festive season, more customers are shopping online and we are witnessing a lot of interesting trends in the fashion segment. Customers shopped on Amazon from their basic essentials requirements like T-shirts, tops, flip flops, hair accessories, fitness tracker & smartwatches to ethnic wear, casuals, sportswear, luggage, jewelry and loved our designer wear, premium luggage and watches collection. We launched more than 6,200 new brands on Amazon Fashion this festive season with more than 170+ top brands like Seven by M.S Dhoni, American Eagle, Hopscotch, Gusto 2.0 from Timex, New Balance, Levi’s X Royal Field etc.
At Amazon, our aim has been to consistently ensure we provide convenience, widest selection, affordability, maximum reach, timely delivery, and value for money to our customers regardless of the occasion. However, COVID-19 has brought upon us unprecedented times and it has affected the sense of normalcy for everyone. During such times, customers have realized that e-commerce is the safest way for them to get what they need at their doorstep, and sellers have increasingly recognized that e-commerce is the best way for them to serve their customers as their footfalls were impacted as well. During this time, we have seen an increased penetration and coverage of online shopping from tier 2 and 3 markets with more than 80% of our new shoppers from these markets.
Festive Fashion Highlights:
- There has been an increased customer interest in ethnic wear. Women’s ethnic wear- kurtas, kurtis and sarees got the highest customer traction in apparel. Outside Metros* (incl NCR), Lucknow, Coimbatore, Patna and Vizag had the highest demand for Women’s ethnic wear. Men’s ethnic wear also saw 2X increased demand compared to last festive season.
- More than 50% of maternity wear demand came in from South India.
- The demand for kid’s apparel in South India was almost 2X more than other region.
- With the onset of the wedding season and unlock across India, we observed renewed customer interest for travel luggage from northern parts of India. Outside Metros* (incl NCR), Patna, Lucknow and Jaipur had the highest demand for travel luggage.
- Work From Home essentials like open footwear, sportswear and athleisure saw a huge spike with 2X growth versus last year
- We have also observed a higher customer interest in sportswear and during this festive season, highest demand for shoes came from North India. Outside Metros* (incl NCR), Jaipur, Ahmedabad and Jammu, had the highest demand for sports shoes.
- Premium fashion brands saw a growth of 2X demand vs last year led by high traction for premium watches driven by Michael Kors, Emporio Armani and Armani exchange
- Fashion jewelry/minimalistic Jewelry has been observing steady growth and saw 1.6X demand vs last year
Seller Success
We continue to lay focus on enabling sellers and Small Medium Businesses (SMBs) to accelerate their growth and help them get back on their feet. We have more than 6,50,000 sellers and a significant number of these sellers include micro entrepreneurs, small and medium businesses as well as women sellers, artisans and weavers and many more. In the run up to the festive season, we saw huge traction from new sellers signing up on our platform, we have observed 528K new fashion sellers signing up in last three months (Jul-Aug-Sept) across India which is 2X vs pre Covid period. Additionally, our SMB & seller partners got a boost in their sales with orders coming from more than 19,000 pin codes. This helped our seller partners expand their reach to distant parts of India and receive orders from J&K, Leh, Kanyakumari, Andaman & Nicobar Islands, Tripura, Sikkim and Daman & Diu.
About Amazon India:
The Amazon.in marketplace is operated by Amazon Seller Services Private Ltd, an affiliate of Amazon.com,Inc. (NASDAQ: AMZN). Amazon.in seeks to build the most customer-centric online destination for customers to find and discover virtually anything they want to buy online by giving them more of what they want – vast selection, low prices, fast and reliable delivery, and a trusted and convenient experience; and provide sellers with a world-class e-commerce marketplace.
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