2022 could be the defining year for fashion and beauty segments!
That’s what at least Amazon India believes. The e-commerce pioneer expects fashion and beauty segments to return to pre-pandemic growth this year – for Indian and global brands.
Not surprising considering the business continues to penetrate into non-metro markets.
The business has witnessed growing demand from Tier-2 cities and beyond, which is in line with increased internet access and adoption in these regions.
In fact, more than 70 per cent of Amazon’s customer orders and over 86 per cent of its new customers, reportedly, come from Tier-2 cities and rural areas.
Amazon India has also been expanding its regional services including its language services. Besides, making the platform available in eight languages, Amazon Fashion is partnering with local influencers for local influencer marketing.
Also, Amazon India recently held a Wardrobe Refresh Sale, wherein shoppers could avail 50 per cent to 80 per cent discount for fashion items and accessories from hordes of brands.
That’s enough to substantiate Amazon’s confidence of seeing fashion and beauty segments to return to pre-pandemic growth this year.
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