Amazon India has deployed additional resources to stay in the running in the context of Flipkart acquiring Jabong. It has deployed a dedicated technology team focused on creating an experience around the category, hoping to keep up the 4X growth in sales in the category recorded in a recent sale event.

“We have a separate technology team focused on fashion, which is trying to create digital features and enhancements around problems specific to this category, such as sizing. Apart from this, we are working towards faster and smoother returns and have introduced special packaging for better consumer experience,” Mayank Shivam, category leader at Amazon Fashion said.

According to a report released by Google and AT Kearney, fashion and lifestyle will be the largest category online by 2020, commanding 35 per cent of the total online spends in a 60 billion US dollar market.

Shivam said the logistics around apparel and shoes will soon address seamless exchange for colour and sizing on orders fulfilled by Amazon. The company is also working towards a content-led approach for the category, similar to that pursued by fashion vertical players Myntra and others. “During the recent Great Indian Sale, apparel continued to be second-largest selling category after mobile phones. We are looking to become an end-to-end destination for fashion,” he added.

Apparel talk – Indian Apparel