Flipkart, Amazon Deepen Fashion Push into India's Smaller Cities

Leading ecommerce players Flipkart and Amazon are deepening their push into the fashion segment, with a focus on smaller cities and towns.

- PEERZADA ABRAR

Flipkart reported that more than 6 million customers purchased ethnic wear in the past year, with nearly 90 per cent of sales driven by repeat buyers. Over half of that shopper volume came from Tier-III and smaller towns. The core audience remains young, with nearly half of Flipkart's ethnic wear buyers aged between 25 and 35. This reflects not only growing digital adoption acro