Amazon India bets big on tier 2, 3 cities for growth of fashion vertical

By

Maverick Martins

Published
Jul 2, 2019

E-commerce giant Amazon India is betting big on tier 2, 3 cities for growth of its fashion vertical in the country. The company claims that tier 2, 3 cities currently contribute around 60 to 65 percent to its total fashion sales.
 

To further strengthen its fashion vertical and boost sales in these cities, Amazon is banking on affordability, accessibility, and discoverability. It has also launched an app in Hindi for areas where the English language could be a barrier.
 
“Close to 60-65 percent of our total orders come from tier-II and tier-III cities. Those in tier-II and tier-III cities are likely to find brands on Amazon that they had heard of offline. The delivery, refunds, and returns work the same way they work for those in metro cities,” Mayank Shivam Amazon fashion’s director of category management told the Financial Express.

“Fashion is among the largest categories for Amazon in India and also the fastest growing category in terms of acquiring new customers for Amazon India as one out of every three new customers starts their shopping journey with Amazon Fashion. We carry among the largest selection of brands and have access to all pin codes across India,” Shivam added.
 
Amazon India’s fashion category now follows the US, Europe, and Japan as fourth largest global fashion market for Amazon. The fashion category was launched on Amazon India five years ago.