Mary Turner, the chief executive of etailer Koovs.com said mobile is key to operating in India as 70% of all online transactions take place on smartphones.
Speaking at Drapers Digital Forum in London today, Turner said the opportunity online in the market was “huge”.
“Our aim is to become the number one fashion destination in India by 2020. The Indian market is conducive to online fashion as 150 million people have smartphones. The average Indian young person spends three times longer on their phone than those in the UK, as that’s the main way of connecting with the western world,” said Turner.
She added that the average age of the population is 27, compared with 40 in the UK and 70% of all transactions are on phones.
However, Turner added that despite most consumers converting on mobile, they still liked to browse on desktop: “India is a mobile-first territory, however, shoppers want to browse on all platforms. You have to be where they are and make it as easy as possible for them to convert. We don’t want to distract the shopper from the core purpose or overcomplicate the journey.”