NEW DELHI: Online marketplace giant eBay is sharpening focus on the fashion and lifestyle segment in India, saying that buyers are looking beyond electronics and gadgets to shop on e-commerce sites.

EBay India, which started operations nine years ago, also said that with growing awareness among people from tier II and III cities about online shopping, the trend to buy clothes and accessories online will further gain momentum. "We have a razor sharp focus on fashion and lifestyle on our platform. One reason is that while a shopper will usually buy an electronic item or gadget once is a long time, say a year or so, those who purchase clothing and accessories would be doing this more frequently, like a month," eBay India managing director Latif Nathani told PTI.

Analysts attribute growth in e-commerce to increasingly young crowd going online to shop for products, not just travel tickets and mobiles, but also fashion accessories, clothing and household items. Besides, the growth is also being fuelled by a surge in consumption of fashion and lifestyle products, primarily driven by increasing women shoppers in the country, he added.

Already, the U.S.-based firm is seeing 50 percent of its business coming from the tier II and III cities in India with growing internet use, smartphone penetration and rising income levels helping small cities to rise on the e-commerce roadmap.

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