One Size Fits None
Why Online Fashion Needs to Break Its Filter Habit?
Online fashion commerce is a puzzle that search, filters, and checkout alone can't solve. Platforms have aced the mechanics but forgotten the spark that makes shopping feel emotional: surprise discovery.
I had this moment of clarity last week. I spent almost an hour on Ajio, fine-tuning filters for finding that perfect polo t-shirt, everything from colour, sleeve length and price. But after building a cart that ticked every box, I didn’t buy a thing. Two days later, half-distracted on Instagram, I tapped “Shop Now” on a Story and bought a nearly identical polo in 15 seconds flat. The item didn’t change. The experience did. And that made all the difference.
This actually points to something deeper in how we approach fashion:
Goal-oriented: ("I need black shoes"); efficient but sterile
Surprise-driven: ("surprise me"), where brand love ignites
Almost every fashion commerce platform today acts like a binary filter. It's the digital version of a salesperson asking, "What are you looking for?" the moment you walk in, leaving zero room for "What if?" moments.
Meanwhile, music has Spotify’s Discover Weekly. Video has TikTok’s For You feed. Travel has Airbnb Experiences. Fashion? Still vending machines.
As Barry Schwartz put it, "Shopping isn't just about getting what you need, it's about discovering who you want to be."
Data shows ~40% of e-comm spend stems from impulse purchases. Still, most platforms function like vending machines instead of designing galleries of "what ifs."
I strongly believe the blueprint for the next big fashion e-commerce platform will have:
Social Discovery (UGC / Collab Playlists): A “Spotify for style”, outfit playlists curated by friends, influencers, or even strangers with great taste. Stylists and shoppers co-create collections for trips, weddings, concerts, or even just “rainy Tuesdays.”
Contextual Nudges (weather/event sliders to create specific styles): Imagine on a summer morning, you see a "Summer Breeze Edit" featuring breathable linens and lightweight cotton shorts. A calendar integration detects your upcoming flight and suggests an "Airport Look Collection" featuring oversized hoodies, relaxed joggers, and slip-on sneakers, balancing style with travel practicality. Or your plans to attend a Coldplay concert, surface outfits that balance comfort with concert-ready styles.
Gen AI Styling loops (AI "what-if" outfits): Beyond basic "complete the look," the AI styling agent becomes your fashion time machine. Upload wedding photos and receive suggestions on how a pink dress could have elevated your look. Share vacation plans and see yourself rendered in location/event-specific outfits.
Of course, too much “surprise me” can backfire and lead to discovery fatigue. Push randomness too far, and curiosity becomes chaos. You want serendipity, not roulette.
The next wave of fashion platforms won’t just optimise for convenience or infinite choice. They’ll build serendipity engines, designed to spark those “I never knew I needed this, but now I can’t live without it” moments.
That's the opportunity I'm most excited about in fashion tech right now. If you're building the next serendipity engine, let's talk: shashank@gembacapital.in.