Amazon India expects fashion & beauty segments to return to pre-pandemic growth

02 July 2022, Mumbai:

Amazon India expects its fashion and beauty categories to return to pre-pandemic growth this year for both Indian and international brands as the business penetratesinto non-metro markets.

According to SaurabhSrivastava, Director, Amazon India, some of the retail trends driving this growth include increasing digital adoption across the country and sustainable fashion advancements.

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The business has seen increasing demand from Tier 2 cities and beyond in line with increased internet access and adoption in these regions. Over 70% of Amazon’s customer orders and over 86% of the e-commerce platform’s new customers hail from Tier 2 cities and more rural areas, according to Srivastava.

To continue to tap into this trend, Amazon India has been expanding its regional services including its language services. The platform is now available in eight languages and Amazon Fashion is partnering with local influencers for local influencer marketing.

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