Flipkart Fashion reports 90% repeat buyers

May 26, 2025

Category: General

Country: India

Region: South Asia

By Isabelle Crossley
22nd May, 2025.

Reading time: 2 minutes

E-commerce marketplace Flipkart has reported strong performance in its women’s ethnic wear segment, with around 90% of sales driven by repeat customers. The platform recorded over six million unique ethnic wear shoppers in the past year, reflecting growing trust and loyalty in the category.

Nearly half of all buyers are aged between 25 and 35, indicating rising digital adoption and changing fashion preferences among younger consumers, the business announced in a press release. Flipkart also noted that everyday ethnic wear is seeing significant demand across both metro and non-metro cities, including Bengaluru, New Delhi, Kolkata, Patna, Guwahati, and Lucknow.

Tier 3 and smaller towns now account for 55% of ethnic wear purchases, underscoring the growing appetite for affordable, culturally rooted styles in underserved markets. In terms of buyer profiles, 65% of women’s ethnic wear purchases are made by women, while men account for 88% of men’s ethnic wear sales.

“At Flipkart, we’re witnessing remarkable growth in the ethnic wear category, especially in sarees and kurtas, which are resonating strongly with customers across India," said Flipkart Fashion's vice president Kunal Gupta in a press release. "Ethnic fashion has emerged as a key gateway for new shoppers, particularly from Tier 2 and Tier 3 cities, where traditional style requirements meet the convenience of online shopping.”

Flipkart continues to invest in AI-powered personalisation, regionalised product discovery, and faster delivery to strengthen its ethnic wear offering. As consumer interest in Indo-Western and sustainable styles grows, Flipkart announced that it remains focused on delivering diverse, accessible fashion for India’s evolving shoppers.