How to sell clothes online in India: a starter guide for boutiques and brands

Short answer: to sell clothes online in India, pick a clear niche, set up each design as one product with size and colour variants (each with its own stock), photograph every colour on a plain background and on a person, publish an honest size chart with measurements in inches and centimetres, and write a simple exchange policy. Set your GST rates by HSN code, decide your COD rules, and price with returns and exchanges in mind.

1. Choose your niche and your buyer

"Women's clothing" is too broad to stand out. "Hand block-printed cotton kurtas for office wear" or "kids' festive wear in sizes 2 to 12 years" tells a buyer instantly whether you are for them. A niche also makes photos, descriptions and ads easier.

2. Set up products with sizes and colours

Create one product per design and add variants for sizes and colours. Each variant should have:

• its own stock count, so a sold-out size cannot be ordered;
• its own SKU, for example KRT-INDIGO-M;
• its own photo when the colour changes.

This keeps your catalogue tidy and lets buyers switch size or colour without leaving the page.

3. Photos that sell clothes

• A front and back shot of every colour on a plain background.
• At least one photo on a model or mannequin to show fit and length.
• Close-ups of fabric, print, embroidery, buttons and stitching.
• A short video of the garment being worn or moved, so buyers see how the fabric falls.
• True colours: shoot in daylight and do not over-edit. "Colour looked different" is a leading reason for clothing returns.

4. Size charts and fit notes

Size is the biggest worry when buying clothes online. Reduce it with:

• A size chart for each type of garment, with body or garment measurements in both inches and centimetres.
• Clear notes on how to measure (chest, waist, hip, length).
• Fit notes on the product: "relaxed fit, size down for a closer fit", "model is 5'6" and wears S".
• Fabric details: composition, stretch, lining, transparency.

5. Pricing with returns in mind

Clothing has more returns and exchanges than most categories. Include in your pricing the cost of some return shipping, repackaging and items that come back unsellable. Offering exchange first (another size or colour) rather than a refund keeps the sale.

6. GST, COD and shipping

• GST: set each product's HSN code and GST rate. For some garments the rate depends on the price, so check the current rates on the GST portal or with your CA.
• COD: popular for fashion, but refusals are common. Set a maximum COD order value and confirm COD orders before shipping.
• Shipping: clothes ship well in poly mailers, which keep volumetric weight and cost low.

7. Write descriptions buyers search for

Use the words buyers type: fabric, style, occasion, fit and colour. "Indigo hand block-printed cotton straight kurta for office wear" beats "Beautiful kurta". Add care instructions and an honest note on colour variation for hand-dyed pieces.

8. Build trust for a new label

• Collect reviews with photos from real buyers.
• Show your story: who makes the clothes and where.
• Make your exchange policy easy to find on every product page.
• Share new arrivals and restocks with your regular customers.

Collections and categories that make sense to shoppers

Organise your store the way buyers think: by garment type (kurtas, sarees, dresses), by occasion (office, festive, casual), and by collection (new arrivals, a seasonal print). A product can appear in several of these. Keep the main menu short and let filters (size, colour, fabric, price) do the rest.

Launching new collections

• Photograph and list the whole collection before you announce it.
• Tell your regular customers first, with a preview a day or two before the public launch.
• Restock popular sizes quickly; a sold-out size is a lost sale.
• Keep older collections online while stock lasts, grouped so they do not crowd new arrivals.

Handling exchanges smoothly

Make the exchange process simple: the buyer requests an exchange with the new size or colour, you approve it, the original is picked up or sent back, and the replacement ships once it arrives (or immediately, for trusted customers). Keep a note of the reasons buyers give. If one design is often exchanged for a bigger size, update its fit note or size chart.

Wholesale and bulk orders

Boutiques often receive bulk enquiries from resellers, families ordering for weddings, or companies ordering uniforms. Decide in advance your minimum quantity, bulk pricing and lead time, and add a simple enquiry route on your site so these orders do not get lost in chat.

A starter checklist for your first 30 products

1. Pick 30 designs that represent your range and that you can restock.
2. Write one size chart per garment type and link it from each product.
3. Photograph every colour, front and back, plus one worn shot and one close-up.
4. Create each design as one product with size and colour variants and stock per variant.
5. Set HSN codes and GST rates, and check the invoice on a test order.
6. Write your exchange and return policy and link it from every product page.
7. Decide your COD limit and shipping charges.
8. Place a test order, then launch to your existing customers first.

Thirty well-presented products sell better than three hundred rushed ones. Add more once you see which styles, sizes and colours your buyers choose.

Selling clothes on CartWhizz

CartWhizz products support size and colour variations with their own stock, product videos alongside photos, HSN codes and GST on invoices, cash on delivery with order limits, and themes made for fashion stores. Start a free 7-day trial at cartwhizz.com/start or compare plans on the pricing page.

Frequently asked questions

Do I need GST to sell clothes online?

If you ship to buyers in other states, GST registration is generally compulsory whatever your turnover. Check your situation with a CA.

How do I reduce returns when selling clothes online?

Show true-colour photos, a detailed size chart with measurements, fit notes and fabric details, and offer exchanges before refunds.

Should each size be a separate product?

No. Make one product per design with size and colour variants, each with its own stock and SKU.

Is COD good for an online clothing store?

It helps conversion, but refusals are common. Set a maximum COD order value and confirm COD orders before shipping.

Sources

Official sources, checked 16 October 2026:

• GST portal