SUMMARY:
Both offline and online retail are growing in India’s fashion and lifestyle market. While online platforms bring increased reach and convenience, they cannot fully replace the trust, experience, and personal relationships that offline merchants build with their customers.
To grow their business faster without losing customers to big marketplace apps like Amazon, Flipkart, Myntra, Meesho etc., merchants have to
● understand consumer trends
● choose the right online strategy
● offer trust and convenience
● stay true to your strengths
The future of retail is not either/or — it’s both — smarter and together.
Also, check out how Richa Marwaho is building her online boutique brand, Vanati.
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India’s fashion and lifestyle retail sector — including apparel, jewellery, fashion accessories, and cosmetics — is rapidly changing. E-commerce marketplaces like Amazon, Myntra, Meesho and Flipkart continue to grow, especially in Tier-II and Tier-III cities, with Meesho posting significant order volume increases thanks to its strong reach and mass positioning, as per a Times of India report.
1. ONLINE IS GROWING — BUT OFFLINE IS STILL STRONG
How Customers Actually Shop:
● 45% of Indian shoppers use BOTH online + offline - They Browse online, Buy in store Or try in store and buy online
● Offline still preferred for: Occasion wear, Jewellery, High-value clothing, Items where fit, fabric & feel matter. The trust with local shopkeepers for easy exchange and human support - these are natural advantages for local retailers.
📌 Source: PwC Consumer Insights
What Marketplaces Do Well
● High visibility
● Large customer base
● Easy payments & logistics
Challenges for Merchants
● High commissions & fees
● Heavy discounts pressure
● High returns (size, fit issues)
● Intense competition - Hard to stand out among 1000s of sellers
Customer belongs to the platform — not you
● 73% of shoppers are influenced by online platforms
(even if they buy offline later)
If customers can’t see you online, they may never walk into your store
📌 Source: Deloitte–FICCI
Here are three simple, practical strategies you can adopt right now to grow sales while keeping your offline strengths:
1. Build an Online Presence with Your Unique Strengths
Don’t just copy big apps — leverage what you do best.
● Be visible online. Choose the right strategy to rank well on Google for the products you sell.
● Highlight product quality, materials and local craftsmanship.
● Use high-quality photos and specific descriptions that help online shoppers feel confident buying from you.
● Share your brand story, cultural designs, high-selling or speciality items — this helps customers connect emotionally with what you sell.
Big marketplaces focus on volume, but your story and quality matter to customers.
2. Use Omnichannel Selling — Combine Online + Offline
Customers often browse online before buying offline, or want to choose products online and pick up in store or warehouse.
● Offer “click & collect” (order online, pick up in store) options.
● Use online channels like chat, WhatsApp for enquiries and simple orders.
● Join marketplace platforms that allow you to sync inventory with your store.
This way, customers get the convenience of online browsing and the comfort with offline purchase.
3. Focus on Customer Relationships & Loyalty
Offline retail thrives on personal connection — don’t lose this when selling online.
● Keep customer contact lists and send updates via SMS or WhatsApp.
● Offer loyalty discounts, birthday offers, or special deals for repeat buyers.
● Ask for feedback and reviews on your online listings — social proof helps new customers trust you.
Personal care and follow-ups often turn occasional buyers into regulars and gets repeat business.
Richa Marwaho from Bharuch, Gujarat is a teacher who has now started her boutique. She sells apparels for women, especially ethnic wear and unique collections such as Banarasi Organza, under her brand Vanati. She created her website on Vyaparify which offered her built-in SEO to build her brand quickly.
Richa says, “Vyaparify has helped create branding for my online store and create credibility”. With Google ranking she has been able to get early high-intent enquiries and orders. Populating offers on the site attracted more customers. She ensures posting customer reviews and blogs on her site to build trust and credibility. Listen to Richa’s entrepreneurial journey.
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Insights & Data Sources : PwC Consumer Insights | Deloitte-FICCI | EcommerceDB | Industry Reports (2024–2026)
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