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BRIC Clothing B2C E-Commerce Market 2015

BRIC Clothing B2C E-Commerce Market 2015

Clothing B2C E-Commerce Booming in the BRIC Countries

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.


1. Management Summary
2. Global
Products to Purchase Online in the Next 6 Months, incl. Clothing, in % of Internet Users, Q1 2014
Product Categories Purchased Online, incl. “Fashion and Apparel”, in % of Online Shoppers, by Selected Countries, July 2014
Share of Online Shoppers Who Made Their Last Online Purchase of Clothing and Footwear via Smartphone, by Selected Countries, in %, Q1 2014
Places to Purchase Clothing and Footwear from After Researching the Product Online, by Online and In Store, in % of Shoppers Who Researched the Product Online, Q1 2014
Share of Clothing and Footwear on Cross-Border Online Purchases, by Regions, in %, 2014
3. China
Overview of Clothing B2C E-Commerce Market and Players, January 2015
Product Most Purchased Online, incl. Clothing, in % of Female Online Shoppers, 2013
Product Most Purchased Online, incl. Clothing, in % of Male Online Shoppers, 2013
Top 3 Product Categories Purchased in Cross-Border B2C E-Commerce, incl. “Apparel, Accessories and Handbags”, in % of Cross-Border Online Shoppers, August 2014
B2C E-Commerce Sales of Apparel, in CNY billion, 2012 - 2014e
B2C E-Commerce Sales of Clothing, in CNY billion and in % Year-on-Year Change, Q1 2013 - Q3 2014
Share of Clothing on Total B2C E-Commerce Sales, in %, Q1 2013 - Q3 2014
Share of B2C E-Commerce on Total Sales of “Apparel, Hats and Bags”, in %, 2013
Average Online Spending on Apparel per Oder, by Age Group, in CNY, 2013
Top 10 Brands of Women’s Clothing on Tmall/Taobao Marketplace, by Sales Value, in CNY million, September 2014
Top 10 Brands of Men’s Clothing on Tmall/Taobao Marketplace, by Sales Value, in CNY million, September 2014
Breakdown of Clothing B2C E-Commerce Market by Players, in %, Q3 2014
4. Russia
Overview of Clothing B2C E-Commerce Market and Players, January 2015
Top Product Categories by B2C E-Commerce Sales, incl. “Clothes, Shoes”, in RUB billion, 2013
B2C E-Commerce Sales of Fashion, in RUB billion, 2012 & 2013
B2C E-Commerce Sales of Fashion, in RUB billion, 2012, 2013 & 2014e
Breakdown of B2C E-Commerce Sales of Fashion, by Product Segments, in %, 2013
Fashion Products Purchased Online, in % of Online Shoppers Purchasing Fashion Online, 2013
Overview of Product Segments in Fashion, by Clothing, Shoes, Clothing for Children and Accessories, incl. Share on Total Sales and Share of Specialized Shops, in %, 2014e
Average Order Value in Fashion B2C E-Commerce, in RUB, 2013 & 2014
Product Categories Purchased Online, incl. “Clothing, Shoes, Sports Goods”, in % of Online Shoppers in Relevant Group, by Gender and Location, 2013
Breakdown of Online Shoppers Buying from Fashion Category, by Location Type, in %, 2013
Most Purchased Product Categories in Cross-Border B2C E-Commerce, incl. “Clothing, Shoes”, in % of Cross-Border Online Shoppers, 12 Months to September 2013
Number of Online Fashion Stores and Number of Orders per Day, in Units and in % Share, by Category, 2013 & 2014e
Overview of Major Investment Deals in B2C E-Commerce* in Clothing Segment, Ranked by Value, 2011 - 2014
Overview of Top 3 Local Online Fashion Shops by Revenue, 2013
Top 5 Companies in Clothing B2C E-Commerce Segment, by Sales, in RUB billion, 2013
Top 20 Foreign E-Commerce Websites, by Number of Unique Visitors from Russia, November and December 2013
5. Brazil
Overview of Clothing B2C E-Commerce Market and Players, January 2015
B2C E-Commerce Sales of Clothing and Shoes, in USD billion, 2013, 2014 & 2019f
Breakdown of B2C E-Commerce Transactions, by Product Categories, incl. “Fashion and Accessories”, in % and in million Transactions, 2013
Breakdown of B2C E-Commerce Transactions, by Product Categories, incl. “Fashion and Accessories”, in % and in millions, H1 2014
Preferred Shopping Channels, incl. Online and Mobile, by Product Category, incl. “Clothing and Footwear”, in % of Consumers, 2013
Product and Services Purchased Online, incl. “Clothing, Footwear, Sporting Gear and Accessories”, in % of Online Shoppers, 2013
Product and Services Purchased Online, incl. “Clothing, Footwear, Sporting Gear and Accessories”, in % of Online Shoppers, by Gender, 2013
Share of Online Shoppers Buying “Clothing, Footwear, Sporting Gear and Accessories” Online, by Age Groups, in % of Online Shoppers in Respective Age Groups, 2013
Most Popular Product Categories in Cross-Border B2C E-Commerce, in % of Online Shoppers, incl. “Apparel”, August 2014
Product and Services to Buy in M-Commerce, by Category, incl. “Clothing and Footwear”, in % of Mobile Device Owners, June 2014
6. India
Overview of Clothing B2C E-Commerce Market and Players, January 2015
B2C E-Commerce Sales of Fashion, Footwear and Accessories, in USD million, 2012, 2013 & 2016f
Breakdown of B2C E-Commerce Transactions Number and Value, by Product Categories, incl. “Fashion, Footwear and Accessories”, in %, 2013

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