The winter season has brought warmth to India’s online fashion industry with 16.4 percent YoY growth in order volumes during November and December 2022 over 2021. The industry growth is attributed to many factors including evolving consumer behavior and rising adoption of e-commerce in Tier II and Tier III cities.
As winter peaks in various parts of the country, Unicommerce took a deep dive into the fashion category and analyzed data from 27.2 million orders processed over November and December 2022 witnessing new heights during this winter season.
According to a recent analysis by Unicommerce, the growing adoption of e-commerce in India has helped the Accessories and Footwear segments report phenomenal growth of 41.2 percent and 41.7 percent YoY respectively this winter season over last year. The growth in fashion accessories has been driven by the rising consumer interest in products such as perfumes, watches, belts, hats, jewelry, and hair accessories among others.
Boots and sneakers are found to be the popular choices among online shoppers in Footwear. Innerwear is another emerging segment with both men and women shopping online as numbers report a 29.3 percent YoY growth in the winter season of 2022. Bags & Wallets, although a very small segment of fashion, also reported a strong 24.3 percent YoY growth during the same period.
The apparel segment accounts for the majority of e-commerce orders and has seen strong growth of 11.5 percent YoY in the winter season.
With northern parts of the country experiencing an acute winter tide, order volumes for Winter Wear recorded a 13 percent YoY growth during this winter season, the popular products in the segment are sweatshirts, hoodies, jackets, pullovers, and sweaters.
While consumers also products such as caps, mufflers, windcheaters, and scarves to name a few. With users focused on their winter needs, demand for items like t-shirts, shirts, tops, and crop tops that fall in the Top Wear category remained flat during the period. The Bottom Wear segment witnessed a 10.4 percent YoY growth with denim jeans, track pants, and leggings being the favorite items shopped for by consumers.
There is also rising demand for other products in the apparel sector with 28 percent YoY growth. This includes dresses, jumpsuits, co-ords, and swimwear among other similar products. The young aspirational shoppers of India are buying these products and it's driven by women shoppers.
“The fashion industry has always been one of the most diverse and leading segments of e-commerce. With constant innovation, rising adoption of omnichannel technology by the fashion industry and investments in technology to manage returns, the segment continues to grow well,” said Kapil Makhija, CEO, Unicommerce.
Unicommerce is an integrated SaaS platform that has been enabling e-commerce companies, D2C brands, omnichannel retailers, and other online sellers with its supply chain technology. The company works with some of the leading fashion brands in India.