BRIC Clothing B2C E-Commerce Market 2015

Clothing B2C E-Commerce Booming in the BRIC Countries

NEW YORK, Feb. 18, 2015 -- Clothing is one of the largest segments of the B2C E-Commerce markets worldwide. It is in close rivalry with the consumer electronics category for first rank among product categories by share of online shoppers buying and tops it in many countries. Pure online, store-based mass merchants and clothing specialists compete for a share of this booming market.

Clothing has been the most purchased physical product in recent years in Russia, China, India, and the second-most purchased in Brazil. Mobile and omnichannel strategies have become vitally important for both online and store-based retailers of apparel. While many consumers research clothing and footwear products online, they might eventually buy it online or offline.

In Brazil, for example, over half of consumers preferred to buy in store, while one third of consumers chose to purchase online and one-digit percentage share preferred to purchase via mobile devices. Meanwhile, in China B2C E-Commerce approached a one-third share of total retail sales of clothing in 2014.

The competition landscape in the BRIC markets features online clothing specialists and mass merchants. Several of the leading online retailers in Brazil sell fashion among other product categories, including B2W Digital and NetShoes and leading online marketplace MercadoLibre has a website dedicated to fashion.

Among the fashion specialists are companies such as Dafiti, Bonprix and Kanui. In Russia, the top three players in terms of revenue were online clothing retailers Wildberries and Lamoda and online flash sales website KupiVIP. International companies Otto Group and Laredoute ranked among the top players in the clothing segment in B2C E-Commerce in Russia.

In China Tmall maintains a dominant share of the online clothing market, hosting local and foreign brands and sellers. In India, the largest general online retailers merge with clothing specialists to increase their share in the booming market: Flipkart acquired the online fashion store Myntra in 2014 and Amazon was reported to be in talks to buy another one, Jabong.

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