Sales Trends and Operational Efficiency in Indian Online Fashion Retail: Evidence from Multi-Platform Transaction Data
Abstract
This study analyses sales trends and operational efficiency in
the Indian online fashion retail sector using multi-platform transaction
data spanning domestic Amazon orders, international shipments, and
platform-level pricing and prot-and-loss records.We rst derive baseline
operating metricstotal revenue, average order value, order-cancellation
rate, and gross marginand quantify category-level revenue concentra-
tion. International monthly revenue is modelled with a second-degree
polynomial regression to capture its non-linear seasonal trajectory. We
then construct a deterministic ve-year forecast (20222027) that cou-
ples a domestic compound annual growth rate, an international growth
rate, a declining cancellation rate, gradual margin erosion from platform
commissions, and operating-expenditure eciency gains attributable to
cloud-warehouse automation. The model projects combined annual rev-
enue rising from approximately INR 490Mto INR 1,287 M, with earnings
before interest and taxes (EBIT) increasing from roughly INR 123 M to
INR 379 M over the horizon. The results indicate that domestic expan-
sion and improving fullment reliability, rather than international growth
alone, are the principal drivers of protability, and that warehouse-cost
optimisation materially widens operating margins in later years.
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