Online innerwear sales grew by over 80% in FY24: Unicommerce

Online innerwear sales grew by more than 80 percent in fiscal 2024 compared to fiscal 2023, according to data analyzed by e-commerce SaaS platform Unicommerce, demonstrating the growing importance of online channels in outerwear sales. The data is based on information analyzed by Unicommerce relating to innerwear brands using the Unicommerce platform.

The range of products purchased online includes underwear sets, bras, panties, nightwear, swimsuits and homewear. Other categories that saw higher click counts during this period included women’s sportswear, activewear and shapewear.

Unicommerce’s SaaS platform recorded an 80 percent increase in online outerwear sales in FY2024 compared to FY2023. The trend extends to tier-2 and tier-3 cities, where the growth was over 75% and 80%, respectively. Major outerwear brands such as VIP Clothing and Bummer leverage the Unicommerce platform for efficient online operations.

Unicommerce data shows that shoppers in over 340 cities are using online channels to purchase outerwear. Apart from tier 1 cities and metros like Delhi, Gurgaon, Mumbai, Bangalore, the e-commerce order volume in tier 2 and 3 cities is growing exponentially by over 75% and 80% respectively. These include cities like Jaipur, Lucknow, Rohtak, Surat, Patna, Nagpur and Ranchi, among others. Wider use of online channels means greater comfort for consumers in smaller towns when it comes to purchasing innerwear online.

Unicommerce counts leading outerwear brands such as VIP Clothing, Lux Industries, Monte Carlo, PepeJeans and Bummer among its customers. It supports online sales with a variety of solutions, including multi-channel order management, warehouse and inventory management, and seller management on marketplaces.

Highlighting the growing importance of online channels, Kanishk Pathare, Director, D2C, VIP Clothing Limited, said, “We have witnessed a marked shift in consumer interest from conventional off-the-shelf shopping to an online shopping approach. As our technology partner, the Unicommerce platform provides operational support to efficiently manage orders through these channels and brings greater strength to our e-commerce supply chain.”

Outerwear brand New Age Bummer is an online first D2C company that focuses on India’s massive Gen Y and Gen Z audience. “We are a pure fun online platform offering countless options for the digitally savvy youngsters through our website website, as well as many markets. Online channels continue to witness growing interest from online shoppers in our products. With Unicommerce technology solutions, our after-sales operations are automated, ensuring smoother order processing, further improving the visibility of our inventory across all channels,” he said Irfan Mansuri, Head of Operations at Ballr Apparels (Bummer).

Innerwear aims to enhance user comfort by offering them a wide selection of designs, cuts, fabrics, sizes, etc., leading to a large number of SKUs. The category has expanded further due to the growing popularity of new products such as period panties, intimates and maternity clothing. Unicommerce technology solutions manage a large number of SKUs to meet diverse user requirements. Unicommerce provides a sector- and size-agnostic platform that meets various industry requirements with a comprehensive offering for end-to-end management of e-commerce and retail operations.

“Online shopping adds new avenues for e-commerce segments such as outerwear, allowing leading brands to more effectively connect with their target audiences. As a technology platform, we are committed to supporting brands, retailers and marketplaces by increasing the efficiency of their post-purchase activities.” Kapil Makhija, CEO and CEO of Unicommercehe said.

Driven by growing annual recurring revenue (ARR) since the quarter ending September 2023, Unicommerce has achieved over 750 million in annual transaction volume, serving over 3,500 customers, managing over 8,000 warehouses and processing orders from over 1,900 stores through its platform.

Fiber2Fashion Information Desk (RR)

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