Hi Surender
With regards to Fashion -
Both Amazon & Myntra being the first movers played volume game & so are prominent in value segment. Nykaa I believe had time to understand their business models and is consciously choosing to attract higher segment population, relatively. The price elasticity, demand is far more secular & also better unit economics to cater to this segment. This segment is also more sticky & do not switch apps in search of coupons & small discounts.
Also, Fashion app is curated & carries latest collection within a brand (say Biba) than a Myntra.
That’s why the AOV of Nykaa is double (I think) of the other 2 apps.
Rural - Rural also contributes sizable portion of revenues and for them online is better option than to travel to near by city to buy.
Having said this, going out & checking before buying segment will remain dominant and company is aware of this and was always conveying that they will also open EBOs etc. Offline retail is a must.
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