Fashion is new arena in e-commerce wars

BengaluruIndia’s fashion retail landscape is fast changing as e-tailers Flipkart, Myntra, Amazon and Reliance Retail Ltd make a dash to evolve as the top players, ramping up partnerships with offline retailers, who continue to be disrupted by the pandemic.

Even as fashion moves indoors with a focus on comfort wear and athleisure, online retailers are doubling down on the category, which has witnessed ‘revenge buying’ in the ongoing festive sales.

With close to 50 million first-time customers expected to shop online this year, and fashion being the first touch point on e-commerce platforms, e-tailers are aggressively adding value-focused brands, forging strategic online-offline partnerships and boosting private labels.