Festive sale: Flipkart bets on small towns for share of $100 bn fashion pie

The Walmart-owned firm said it has democratised fashion in India and now 40% of new shoppers are exploring its e-commerce platform for the first time through the fashion category

E-commerce firm Flipkart is betting big to tap the $100 billion fashion market in the country with only 6 per cent having been penetrated by the online retail players. Till now this market has mainly been largely offline and run by big traditional retailers having fashion stores across the country. However, the coronavirus pandemic has accelerated the shift among consumers towards online shopping of fashion products.

The Walmart-owned firm said that Flipkart Fashion has democratised fashion for India. Now more than 40 per cent of new shoppers on Flipkart explore the platform for the first time through fashion.

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