Impact of Digital Commerce on Fashion Industry to Gain Customer Loyalty
Seema Sahai1, Richa Goel2, Anita Venaik3, Vikas Garg4

1Seema Sahai, Associate Professor, Department of Information Technology, Amity International Business School, Amity University Noida (U.P), India.
2Richa Goel, Assistant Professor, Department of Economics, Amity International Business School, Amity University Noida (U.P), India.
3Anita Venaik, Department of Information Technology, Amity International Business School, Amity University Noida (U.P), India.
4Vikas Garg, Department of Commerce and Management, CCS University, Meerut (U.P), India.

Manuscript received on 18 June 2019 | Revised Manuscript received on 25 June 2019 | Manuscript published on 30 June 2019 | PP: 730-740 | Volume-8 Issue-5, June 2019 | Retrieval Number: E7218068519/19©BEIESP
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Abstract: Internet is a platform where we can find instant information about almost everything, including comparison of different products and services. Today there is a huge increase in the number of websites as almost all businesses are utilizing the Internet as a commercial channel giving rapid growth to Digital-Commerce and changing the traditional way of marketing. One of them is online fashion industry which in the beginning was disbelieved to be successful, as the reluctance was based on people’s needs to touch and try on the product, especially clothes and footwear. But today consumer spends more and more money on fashion, online. This growth in demand comes along with fierce competition and vanishing customer loyalty in the market due to availability of different alternatives. This is very important as the competitor is just one click away. In the world of fashion, customer retention is a massive area of concern. This paper tries to analyze which factors influence online fashion loyalty and what are the strategies which are relevant in gaining customer loyalty.In e-business, initial transactions with newly acquired customers are less profitable than transaction with existing ones due to the high acquisition costs. E-loyalty positively affects the long-term profitability and is vital for companies providing online products/services. Building and maintaining loyal customer base is one of the most reliable success strategies for any online shopping website. In this paper there will be a discussion about the different factors that drives a customer to shop fashion online and the strategies that are adopted by fashion ecommerce websites to stay ahead in competition and retain customers on their website. This will be combined with the empirical information gained through surveys and interviews with the online fashion shoppers about their shopping experience. There will also be an analysis and discussion about the marketing factors of fashion ecommerce to stay ahead in competition.
Keywords: Digital Commerce, E-Loyalty, Fashion

Scope of the Article: E-Commerce