The Economic Impact of Online Fashion Portals on Brick-and-Mortar Retail in India

With rapid digitalization and increased internet penetration online shopping has become an attractive option for consumers, particularly in the fashion sector. This shift poses challenges for physical stores, affecting their revenue, customer footfall, and market share. Using a mixed-method approach, the study analyzes changes in consumer behavior, the competitive strategies of retailers, and the economic impact on employment and local economies. Findings reveal both advantages and drawbacks of online retail, highlighting adaptation strategies brick-and-mortar stores employ to stay competitive.