Online innerwear sales increased by over 80 percent during fiscal 2023-24 compared to fiscal 2022-23, according to data analysed by ecommerce enablement software as a service (SaaS) platform Unicommerce.
The products bought online include lingerie sets, bras, panties, sleepwear, swimwear and loungewear.
Other categories that have generated higher sales during fiscal 2023-24 include women’s sportswear, activewear and shapewear.
“Online shopping is adding newer pathways for e-commerce segments like innerwear, leading brands to connect more effectively with their target audience,” Unicommerce CEO Kapil Makhija said.
“As a technology platform, we are committed to supporting brands, retailers and marketplaces by enhancing the efficiency of their post-purchase operations,” he added.
Unicommerce counts leading innerwear brands like VIP clothing, Lux Industries, Monte Carlo, PepeJeans and Bummer among others as its clients.
Unicommerce’s data shows buyers from more than 340 cities utilising online channels for their innerwear purchases.
In addition to tier 1 cities and metros like Delhi, Gurugram, Mumbai, and Bengaluru, online order volumes in tier 2 cities rose 75 percent and in tier 3 cities grew 80 percent.
These include cities like Jaipur, Lucknow, Rohtak, Surat, Patna, Nagpur, and Ranchi among many others.
The wider adoption of online channels indicates greater comfort for consumers across smaller towns towards making their innerwear purchases online.
