China’s fashion e-commerce player Shein has become quite popular in India just within one year of its presence. For the company, India has emerged as an important market with its mobile app crossing 5 million downloads.
The fashion retailer at present delivers to over 15,000 pin codes in tier-I and II cities in India and is now further planning to focus on smaller towns by expanding its services beyond western fashion.
“India is a very important market for us and we think there is a huge opportunity in the tier-III and IV towns,” said Malcolm Yam, general manager at Shein India. “This is why we have started partnering with local designers to create fusion and Indo-western outfits for the Indian audience.”
Shein has been successful in more than tripling its business revenue in India for just under a year. The company claims to have catered over 1 million daily active users and handling over 10,000 orders daily.
The platform initially began its sales with western fashion for women and witnessed an average order value of Rs 1,000-1,500. Thus, the company is now planning to expand its footprints in the country with much more innovations and changes.
Club Factory, AliEXPRESS, Shein, Romwe and Jolly-Chic were among the 10 best-performing cross-border Chinese e-commerce apps focussed on the Middle East and India in the first five months of this year.
Shein currently competes with homegrown players such as Myntra, Jabong and Flipkart Fashion. However, Shein has been quite successful in distracting women from these platforms and attracting much more attention.
For e-commerce platform Club Factory, which launched here over 1.5 years ago, about half of its 70 million global customers are from India. The primary reason behind this is that the prices of the products on these platforms is quite reasonable as compared to the homegrown companies.