More customers buying fashion online, says Souq chief

People are 'more comfortable' shopping for shoes and apparel online, said Ronaldo Mouchawar
More customers buying fashion online, says Souq chief
Ronaldo Mouchawar
By Lubna Hamdan
Thu 14 Dec 2017 09:41 AM

Fashion has become more popular with customers on e-commerce platforms such as Souq.com, according to co-founder and chief executive Ronaldo Mouchawar.

Speaking to Arabian Business, he said customers have become more ‘comfortable’ shopping for fashion products online.

“People always thought fashion is a category you have to touch, feel and wear, but as [online] brands have sped up innovation, [customers] start to know their size and they get comfortable shopping online. We see a lot of brands online and the speed of how fast they can go from inception to distribution… It’s just so much faster,” he said.

Mouchawar said online platforms give consumers ‘unlimited’ fashion choices, and said the category is where Souq has seen a lot of uptake, especially with shoes and apparel.

He added that customers in the region have an affinity to well-known brands and continue to search by brand name rather than by product on the website.

“We have a lot of people who search on the site by the brand name, and from there they find the products. They don’t actually search by the product. They do a lot of brand searches,” he said.

It is because of the latter that Mouchawar has no current plans of introducing a Souq private label, despite its owning company Amazon having its own private labels.

However, he said Souq will feature whatever brands Amazon has on its website.

“They have certain categories that have done well. We’re trying to avail more inventory to customers in this part of the world; things they want and are not able to get,” he said.

In addition to fashion, Mouchawar said categories such as health and beauty were among the best sellers during its White Friday sale in November.

Dubai-based Souq yesterday launched the Amazon Global Store in the UAE, and has plans to expand it into more markets in the region. The new store brings over one million global products to the UAE, a number that is expected to rise in the coming months as new categories are added.

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