Kolkata: With the mercury climbing fast, summer apparel sales have shown a quick growth in e-commerce sales. India’s leading value-focused e-commerce platform, Snapdeal also witnessed fast growth in the apparel category in May, accounting for nearly 40% of the products sold on the platform, says a press release.
Apparel, traditionally is a high selling category on Snapdeal. Post the relaxation on selling non-essential products by ecommerce platforms, the demand for apparels has picked up again and is close to the level of pre-covid sales.
A Snapdeal survey conducted in May 2020 with users across India revealed that while families traditionally enjoyed the mall shopping, they are now looking for safer options to shop.
“Last month, the sale in the apparel category was all about catching up with overdue functional needs like nightwear, undergarments, and track pants etc. With children at home and more people continuing to work from home and summer in full swing, users are now making smart, casual additions to their wardrobes”, said a Snapdeal spokesperson.
The survey showed 95% people preferred online shopping for apparels over retail outlets. Comfort and value were the top two considerations for consumers as they made apparel purchases. The perceived brand value was not an equally important factor as consumers preferred seller brands with attractive prices.
Kids summer wear is leading in terms of demand. In the survey, buyers said they prioritised kids needs over other needs. They also said that garments for children are a more immediate need because of frequent size changes. The survey also showed that cotton t-Shirts in plain colors and prints, Bermuda shorts and cargo shorts were highly bought in the men’s fashion category, on the other hand, among women shoppers, comfy leggings, loose fit & regular shorts, round neck t-shirts, tops in bright colors, dresses, and kaftan summer dresses were popular choices.
The popular price range for casual fashion was Rs 500-800, said Snapdeal.
75% of the shoppers on Snapdeal opted for seller-branded value apparel mostly served by sellers from Ludhiana, Bangalore, Delhi, Tirupur and Jaipur.