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Shopping: Only 4% Solely Rely On Online Platforms To Buy Clothes In India

• By  Textile Excellence
• May 04, 2024

Despite a pandemic-driven online shopping surge, physical stores remain dominant. A survey by Localcircles revealed that only 4% of the shoppers rely solely on online platforms while 47% of respondents prefer to shop exclusively in stores (malls, markets) for the "touch, feel, and try" experience. About 40% enjoy a mix of online and offline shopping.

Discounts and ease of return are key drivers for online purchases. 81% of respondents said the key reasons for preferring to buy clothes offline is the ability to touch, feel and try them before finalising their purchase. Other major reasons are ability to make a quick buy and take it home, ease of exchange and return or in all convenience in many respects.

They survey received over 35,000 responses from consumers located in 323 districts of India. 61% were men while 39% respondents were women. 43% respondents were from tier 1, 33% from tier 2 and 24% respondents were from tier 3, 4 & rural districts.

In community discussions, many consumers indicated that they purchase products they go online for repeat purchases of branded products as the fit and quality are already known, and they tend to make first time purchases at a store. Whether the online platforms that sell clothing online be able to deliver faster and provide a better buying and return experience will determine whether more consumers make online platforms as their primary channel to buy clothing.

Unless the discounts offered stay high, which they have been in the last few years, there is a high chance that online apparel buying will stagnate or see slow growth in India.

Market size and consumer preferences

The Indian apparel market is expected to reach a staggering Rs 9.35 lakh crore (US$ 105.5 billion) in 2024. Women's apparel holds the lion's share, at US$ 51.05 billion.

Why people shop clothes online?

Discounts: The biggest reason (37%) people choose online shopping is to get better deals and discounts. 

Easy returns and exchange: Another major advantage (29%) is the ease of exchanging or returning clothes that don't fit or aren't what they expected. This eliminates the hassle of going back to the store. 

Wider selection: Online stores often offer a larger variety of choices compared to individual physical stores (26%).

Why people prefer offline stores?

Trying before you buy: The overwhelming reason (81%) for preferring physical stores is the ability to touch, feel, and try on clothes before purchasing. This ensures a better fit and avoids the risk of getting clothes that don't look good.

More selection (for some): Interestingly, 44% of those who prefer stores also mentioned a wider selection, which might indicate a perception that online stores lack variety in some categories.

Despite a pandemic-driven online shopping surge, physical stores remain dominant. A survey by Localcircles revealed that only 4% of the shoppers rely solely on online platforms while 47% of respondents prefer to shop exclusively in stores (malls, markets) for the "touch, feel, and try" experience. About 40% enjoy a mix of online and offline shopping.