Snapdeal Bolsters Fashion E-Commerce Strategy with Doozton Acquisition
India’s e-commerce landscape is witnessing fierce competition, with online fashion emerging as the next major battleground. As industry giants Flipkart and Myntra prepare for a potential $330 million merger, rival Snapdeal is making strategic moves to capture market share through the acquisition of fashion discovery platform Doozton.
Strategic Acquisition in a Growing Market
Snapdeal, India’s largest e-commerce marketplace, has acquired the bootstrapped startup Doozton just months after securing a $134 million investment from eBay. While financial details remain undisclosed, this acquisition signals Snapdeal’s aggressive push into the lucrative online fashion sector.
Key highlights of the deal:
- Doozton’s technology will enhance Snapdeal’s fashion merchandising
- Acquisition follows Snapdeal’s 10x growth in fashion categories
- Deal strengthens Snapdeal’s position against Flipkart-Myntra combine
The Rising Tide of Online Fashion in India
India’s e-commerce market is experiencing unprecedented growth, driven by:
- Expanding internet penetration (nearly 200 million online users)
- Growing aspirational middle-class spending
- Increasing influence of women shoppers (25% of total e-commerce sales)
Fashion e-commerce has shown particularly strong momentum, nearly doubling from \(278 million in 2012 to \)559 million in 2013. This growth has attracted significant investor interest, with Myntra raising $50 million in January 2014 alone.
Why Doozton Matters
Founded in March 2013 by IIT graduate Pushpendra Singh, Doozton specialized in:
- Contextual fashion discovery for various occasions
- Personalized product recommendations
- Intuitive merchandising technology
“This acquisition provides a larger platform for our mission of making fashion discovery fun and intuitive,” said Singh. The integration will enhance Snapdeal’s fashion offerings through improved product suggestions and listing capabilities.
The Road Ahead for Indian E-Commerce
Industry projections paint a bright future:
- Total e-commerce market (excluding travel) currently at $3.1 billion
- Expected to grow sevenfold to $22 billion in five years
- Fashion, home decor, jewelry, and baby care leading growth sectors
With Snapdeal having raised $336 million to date and compe*****s making strategic moves, the battle for India’s online fashion market is intensifying. This acquisition positions Snapdeal to better compete in what promises to be one of India’s most dynamic e-commerce segments.
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