Data tracker: Virtual fashion

For the majority of online shoppers, their first purchase is a fashion product. It could be clothes, footwear or accessories, but this is the category that gets people to put their money behind their browsing. A report by the Boston Consulting Group and Facebook shows why and how fashion businesses should pay more attention to their virtual shop windows
 

• The Indian fashion market is estimated at $70 billion (2016), online is still small and contributes just 5 per cent of total purchases but it is 16 per cent for urban areas
• Online is a big influencer, nearly half the branded spends