Myntra, Flipkart More Popular Than AMZ Among Youth
Online fashion & lifestyle is the largest category contributor to overall ecommerce sales. Online fashion grew by nearly 50% in FY21 compared to earlier years and the momentum remains high. See the chart below, which looks at Volume by Platform, by Age Group:
There are many drivers of online fashion & lifestyle shopping. The main one is availability of latest trends in affordable prices. India is a value-seeking market and online fashion & lifestyle hits the nail on this mindset. Marketplaces like Amazon, Flipkart, Myntra run fashion specific sales and campaigns all through the year.
We analysed nearly 200K fashion & lifestyle items solds on these platforms from the period of April to Sept 2021 and it is clear that Amazon has found favour with the 35+ age group; while Myntra and Flipkart remain strong with the younger generation. This is interesting as all the platforms are seeking business from youth however Amazon has been able to even make inroads with the middle age group. This could be a reason it generates high transaction volume overall.
In our next piece we will explore Gender Preference for key Platforms in Online Fashion space.
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Vumonic Datalabs is a global consumer intelligence platform. We provide high quality, deterministically linked, large structured data that can be used to derive deep consumer, business and market insights. Our proprietary data pipelines deliver unbiased actual transaction data collected in a privacy secure manner via large global panels.
