The online lingerie market is growing at eight per cent a year. The market is fragmented, with the presence of a few established players and many start-ups.

Many lingerie brands are entering the direct-to-consumer online retail space. They are also selling their products through third-party online retailers. Private brands largely or solely sell their products online, with the growing e-commerce industry and the online lingerie market. Many multi-brand pure-play online lingerie retailers have also entered the market. This will enable them to strengthen their position in the online lingerie market.

Thus, high rates of internet and smartphone penetration contribute to the market growth.The bra segment is growing at a significant rate. The growth of this segment is attributed to factors such as the high price and replacement cycle of bras when compared to other types of intimate apparel. The trend of customizable bras is also driving the market. Moreover the penetration of mobile tablets and smartphones globally has boosted the growth of the segment.

The cost benefits for retailers operating in the online space are driving the market growth. Online lingerie stores offer a wide range of products. They also offer easy return and exchange policies, thereby attracting more consumers. Online lingerie stores also help consumers purchase bras with the right fit through apps. These factors will fuel the market’s growth.