FROM CLOSET TO CLICKS: A EXPERIENCES OF ONLINE SELLERS OF PRE-LOVED CLOTHES

This study is to understand the experiences and perspectives of those directly involved in this market, this research will offer valuable insights for both academics and practitioners. The primary objective was to gain a deep understanding of the sellers' motivations, challenges, strategies, and interactions within the e-commerce landscape. The researcher used a qualitative method and utilized a multiple case study design. Through purposive sampling strategy a five (5) individuals with at least three (3) to five (5) years experiences of being online sellers has been selected to provide valuable insights of the study. The data obtained from the participants were analyzed using thematic analysis. The results specify online sellers of pre-loved clothes employ different marketing strategies like teasers, re posting of unsold items, promotions, and live customer comments to pull in and keep customers. Success relies on having a strong online presence, flexible pricing, and a good relationship with customers, which establishes trust and loyalty. Issues are seasonal sales fluctuations, "bogus buyers," and communication breakdowns that hinder the sales process. Moreover, opportunities for personal and financial development, networking, and convenience make online selling pre-loved clothes online a profitable business. It is recommended that online sellers of pre-loved clothes should use a multi-channel approach, including social media, and content creation to attract customers, excellent customer service, ensuring reliable shipping, and diversifying inventory to maintain sales, and expanding product offers will help sellers in growing business and to appeal to the consumer.