Men buy more clothes online than women in India: Nielsen

30 Dec '19

2 min read

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Indian men are more avid online shoppers of apparel than women, according to a recent Nielsen’s report on shoppers’ behaviour while making e-purchases. Women seem to have a higher penchant to try out new clothes before buying. The study finds that men contribute 58 per cent to the total online clothing sales, compared to just 36 per cent by women.

This trend is seen across the top eight metros and the tier I cities, which contributed 29 per cent and 71 per cent of the value respectively. Kids clothing, which has been growing at a scorching pace over the last few years, accounted for just 5 per cent of the apparel sales.

Beyond clothing, footwear and fashion accessories contribute the most to the fashion segment, accounting for 23 per cent and 17 per cent share respectively of the category. Fashion, however, is a distant second in the purchase pyramid chain in the e-commerce universe, where mobile phones rule with a 48 per cent share.

Smartphones and feature phones are the biggest category in e-commerce sales in India, the Nielsen report said. Mobiles contribute 48 per cent in terms of value contribution to the sector followed by fashion. Every second shopper online is new, with 56 per cent first-time shoppers recorded in August-October period.

In terms of the number of orders, fast moving consumer goods (FMCG) vertical dominates with a 56 per cent share, while fashion has 24 per cent while mobile or electronics accessories have a 10 per cent share, Nielsen found.

Fifty three per cent of first-time shoppers bought mobile in their first purchase while only 16 per cent purchased fashion products in their maiden e-commerce buy, Indian media reported.

Nielsen sourced the findings from its e-analytics solution between May and August 2019 period.

Fibre2Fashion News Desk (DS)

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