Feb, 2017
Fashion e-tailing – 2016 year end performance review
This is an excerpt from the document that covers the performance of Indian Fashion E Tailing Business Models for the year 2016 covering it from business metrics, consumer, seller and delivery performance side.
Fashion E Tailing Market in India
• A comprehensive performance review of the online fashion retail sector and E Tailing Market
• Assessed through a regularly tracked set of performance indicators (by studying E Tailing Business Models, etc.)
• Published quarterly
Seven key dimensions for assessing sector performance
| Sl No. | Key Dimension | Sub-Dimensions | Weightage of Key Dimension |
| 1 | GMV Performance |
|
High |
| 2 | Share of private labels |
|
Low |
| 3 | Customer Adoption |
|
High |
| 4 | Customer Satisfaction |
|
Medium |
| 5 | Seller Satisfaction |
|
Low |
| 6 | Delivery Performance |
|
Medium |
| 7 | Unit Economics | 1. Contribution Margin (as % NMV) | High |
Fashion is currently the of the biggest categories with a 22% share to the overall GMV
1.The Indian e-tailing industry has grown by 20% from CY 2015 to reach USD 14.5 billion in CY 2016
2. Fashion is one of the biggest category in terms of GMV (derived by studying Amazon Gmv, Flipkart Gmv etc.) with ~22% contribution
3. This makes the online fashion retail market worth ~USD 3.2 billion
Overall fashion market remained mostly same throughout the year compared to the overall market
Q1 CY16
- DIPP regulations
released in March lead
to a growth slowdown - Players scramble to adapt to new discounting and seller management regulations
Q2 CY16
- A quiet quarter for the
sector as players work
on sales and seller
strategy - June sees the launch of
the first sales events in
the quarter
Q3 CY16
- Highly promoted sales in
July/Aug organised by
verticals and horizontals
drive growth in GMV - Top verticals sees 50%-
100% growth in sales in
July due to sales
Q4 CY16
- Highest ever GMV of USD
26 bn in Oct - 20% GMV fall in 3 weeks of
Nov after demonetization - End of season sales starts in
Dec for most e-tailers
Download the complete document below.
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