Celebrating Convenience: Unlocking the virtues of online apparel shopping

Authored by Anuja Gupta, Founder and CEO, Chowkhat.

In a recent survey conducted by LocalCircles, a community platform and citizen pulse aggregator, it was found that while only 4% of respondents rely solely on online platforms for their apparel shopping, a significant 47% prefer the traditional "touch, feel, and try" experience offered by stores in malls and markets. However, a considerable 40% enjoy a mix of both online and offline shopping, highlighting the evolving landscape of consumer preferences.

The 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 and rural districts.

Do these numbers tell us that shopping online for apparels is not appealing anymore? We think not.

Despite the strong allure of physical stores, the India Fashion E-commerce Market is on a rapid growth trajectory. According to CoherentMI’s report, it was valued at $14 billion in 2023 and is projected to reach $18.76 billion by 2030, reflecting a remarkable CAGR of 34% during the forecast period.

One of the key drivers of this growth is the convenience and accessibility that online shopping offers. Today, individuals can purchase unique and authentic items online, transcending geographical boundaries. For instance, a person in Kerala can easily buy authentic Chikankari crafted by artisans in Lucknow, or someone halfway across the world can acquire Bagru prints from Rajasthan with just a few clicks.

Moreover, online shopping ensures a seamless customer experience with easy refunds and high levels of customer satisfaction compared to offline alternatives. The advent of technology has further revolutionized the online shopping experience. Avatars powered by AI allow shoppers to virtually try on clothes, enabling them to make informed decisions about their purchases. Additionally, video calls between outlet owners and customers provide a detailed view of the product, mimicking the in-store interaction from the comfort of one’s home.

Online apparel shopping also offers a vast array of choices that may not be available in local stores. Customers can explore a wide range of styles, colours, sizes, and designs, allowing them to find the perfect fit for their preferences. Furthermore, many online platforms offer customization options, where customers can personalize their clothing choices according to their preferences, adding a unique touch to their wardrobe.

One of the most significant advantages of online shopping is the convenience it provides. Customers can browse and shop for apparel anytime, anywhere, without the constraints of store operating hours or travel time. This flexibility saves valuable time and effort, especially for busy individuals who may not have the luxury to visit physical stores frequently.

Online platforms allow shoppers to compare prices across different brands and retailers easily. This transparency empowers consumers to make informed purchasing decisions, ensuring they get the best value for their money. Additionally, online shopping often comes with exclusive deals, discounts, and promotions, further enhancing the cost-effectiveness of shopping online. Online shopping also often offers more competitive prices compared to traditional brick-and-mortar stores for several reasons. This is because online retailers have lower overhead costs since they don’t need to maintain physical stores with expenses like rent, utilities, and staffing. This allows them to pass on some of those savings to customers in the form of lower prices.

Before making a purchase, many shoppers rely on reviews and recommendations from other customers. Online platforms provide easy access to product reviews, ratings, and testimonials, helping shoppers gauge the quality, fit, and satisfaction level of the apparel they intend to buy. This transparency and social proof contribute to a more informed and confident shopping experience.

With growing awareness about sustainability and environmental impact, online apparel shopping has also embraced eco-friendly practices. Many online brands offer sustainable and ethically sourced clothing options, catering to environmentally conscious consumers. This accessibility to sustainable fashion contributes to a more responsible and mindful approach to shopping.

It is also worthy to note that the convenience, safety, and competitive pricing offered by online retailers have made them increasingly popular among consumers. Many people now habitually browse products in physical stores to assess their quality or fit, only to make the actual purchase online where they can often find better deals.

As we celebrate the convenience and virtues of online apparel shopping, it is evident that technology has not only bridged the gap between physical and digital retail but has also enhanced the overall shopping experience, making it more personalized, efficient, and enjoyable for consumers worldwide.