E-commerce firms in India are looking to attract female users, ‘reflecting the rising affluence and importance of this audience’, according to warc.com. Author: Ashley Curtis
E-commerce firms in India are looking to attract female users, ‘reflecting the rising affluence and importance of this audience’, according to warc.com.
Consultancy firm Technopak found that while online retail spend currently stands at $500 million a year, around 60 per cent of purchases are attributable to men.
However, thanks to ‘broader shifts transforming the market’, women are increasingly playing a part in e-commerce, with firms trying to entice women to make an online payment on their services with niche offerings such as women-only platforms or celebrity endorsements.
Rajesh Kamra, founder and MD of women-only platform Koovs, believes the fact men were attributable for most purchases meant there is a market for female-only mediums.
“The kind of purchases that were happening online made us realise that there was a market for women’s only online shopping portals,” he said, cited by thehindubusinessline.com. “Also we were getting specific queries from customers in places such as North East and even tier 2 cities.”
Similarly Mukesh Bansal, founder of Myntra.com, hopes to use discounts, choice and ease of delivery in order to target the female market.
He notes: “Women are influential shoppers. They start with low-risk and low value items such as an accessory and from there move on to bigger purchases such as dresses and bags, among others.”