Amazon turns to tech to take on ‘Myntra-Jabong might’
Mayank Shivam added that the logistics around apparel and shoes will soon address seamless exchange for colour..
BENGALURU: As Flipkart looks at cornering a large share of the online fashion market with the acquisition of Jabong, rival Amazon India has deployed additional resources to stay in the running. Amazon India has deployed a dedicated technology team focused on creating an experience around the category, hoping to keep up the 4X growth in sales in the category recorded in a recent sale event.
“We have a separate technology team focused on fashion, who are trying to create digital features and enhancements around problems specific to this category, such as sizing. Apart from this, we are working towards faster and smoother returns and have introduced special packaging for better consumer experience,” said Mayank Shivam, category leader at Amazon Fashion.
According to a report released by Google and AT Kearney, fashion and lifestyle will be the largest category online by 2020, commanding 35% of the total online spends in a $60-billion market.
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Shivam added that the logistics around apparel and shoes will soon address seamless exchange for colour and sizing on orders fulfilled by Amazon. The company is also working towards a content-led approach for the category, similar to that pursued by fashion vertical players Myntra and others. “During the recent Great Indian Sale, apparel continued to be second-largest selling category after mobile phones. We are looking to become an end-to-end destination for fashion,” added Shivam.
Fashion as a category provides 13-14% commissions in terms of revenue to online marketplaces, according to experts. The increased focus on fashion is critical for Amazon India and other online marketplaces, which are staring at stiff competition from the Flipkart, Myntra and Jabong combine, which commands close to 55% market share in the fashion category, according to market research firm RedSeer Consulting.
Source by indiatimes…