In a country like India where parents prefer buying cotton made products for their kids, kids belonging to the age group of 8-14 years contribute maximum to the market share in terms of revenue generation.
According to the industry estimates, the retail value of the kids' apparel market in India was Rs. 80,000 crore in the year 2017. The kidswear market is expected to grow at CAGR of 15% by the year 2020.
Exclusivity is another factor. There are some brands that are exclusive to one e-commerce portal as they believe it helps them grow in a much better way. It also contributes a significant amount of their revenue. In the current scenario, kids have all the options when it comes to clothing like that of adults. Kids’ are much more aware than the previous generations, and are likely to make their shopping decisions all by themselves. It is because of the exposure that is given to the kids, they have become brand conscious.
Another factor that is responsible for the immense growth of e-commerce is the discount it offers. Discounts are known to be the major driver of sales. Because of the huge discounts being offered, millions of the products get sold. The price-conscious Indian consumer gets convenience and discounts both while buying products online.
As we all know, since 2012, India has seen tremendous growth in internet users amongst wide age group of the population. Before this trend, the garments were purchased only from stores. But, this trend has now gone through a lot of change. Not only this, the ways of shopping are also changing. It is the advent of e-commerce in India that has created an explosion of online shopping stores. A report by Internet Association of India said that the 80% of the total internet users are youngsters. And this section is experiencing a 70% year on year growth.
For all those parents who do not have time to go out and buy, online retail helps. Competition is increasing and consumers are becoming brand conscious. Indian kids have never been spoiled for choice.
As of now, around 350 million Indian users have access to the internet, and by the year 2020, the number can touch 600 million.