Smartphones to Account for 70% of Online Fashion Shopping in India by 2022: Report

By 2022, seven in 10 fashion accompaniment purchases in India will be influenced by mobile phones, predicts a new Facebook-KPMG study said on Tuesday.Most half of those mobile-influenced purchases will be driven by Facebook, amounting to a $110 billion sales opportunity, said the latest "Zero Friction Future" report.

Additionally, mobile volition influence two in iii apparel purchases, amounting to $66 billion opportunity for brands, half of which will be driven by Facebook, the findings showed. Friction occurs when consumers dropout during purchase due to unnecessary additional effort, incremental step or inconvinience.

Smartphones to Account for 70% of Online Fashion Shopping in India by 2022: Report Co-ordinate to the findings of the study, friction accounts for 19 per cent of consumer dropouts, in apparel category, and in accessories category, friction accounts for 22 per cent of consumer dropouts. "Fashion spectrum in Bharat has evolved so considerably, that the apparel and accompaniment market is projected to reach $102 billion and $155 billion individually, past the year 2022," said Pulkit Trivedi, Manager, Facebook India.

"Today, mobile has become cardinal to the manner brands market and sell their products and engage with customers end-to-cease. With our Goose egg Friction Future report, we aim to assistance fashion brands prefer relevant marketing strategies and reduce friction in consumer journeys beyond multiple touch-points, leading to improved conversion rates and increased revenue opportunity," Trivedi added.

According to the research, top friction areas for unlike demographic cohorts vary and hence marketers need to customise their marketing strategy accordingly. For case, men and women display different drivers for entering the purchase funnel, the report said.