in cart by 30-50% during the festival season. For Myntra, the average selling price per customer is expected to go up by 50%, doubling the overall sales. “All the categories jump, but ethnic wear jump disproportionately to almost double. We are expanding our collection in ethnic wear,” says Ganesh Subramanian, chief operating officer, Myntra.com, adding that more than 60% of its women’s wear business comes from ethnic wear during the festival months.
Recommendations shared on the social networking sites are also helping the e-tailers. “On several occasions, my friends have posted the deals as their status message and I have clicked on the link to reach the website. The fact that a friend has already checked it out and finds it good is a big incentive to click on the link,” says Sweta Singh.
The Facebook route is coming in handy for retailers too. Bangalore-based Simantini Ghosh, who recently started her designer saree business ‘Angana and Oloshoi’, got the entire clientele at her first exhibition through Facebook promotions. “I didn’t have the money to pay for a website of my own. This way, you get a ready-made clientele and an interactive platform to expand your business,” says Ghosh.
Women’s social shopping platform LimeRoad.com, too, is encouraging community-based user-generated visual content for their products, which includes clothing, accessories, footwear and gift items. Keeping in mind the festival season, the online platform has started its style council by various designers, fashion and celebrity bloggers to make shopping more interactive.
“It is a great discovery for the users. This helps us inject variety and freshness. We push user-generated products to Facebook so that it starts trending. We feel that trend must become democratic. Ideas must come from every corner of the country. We are also asking the celebrity bloggers to create their own scarpbooks,” says Suchi Mukherjee, CEO and co-founder, LimeRoad.com
However, Pragya Singh, associate director (retail) at Technopak, a research firm, feels that the challenge for e-tailers is to engage a consumer in multiple ways and build loyalty. “Social media is important