Summary
Koovs set out to be India’s go-to online fashion store, selling trend-led collections for men and women from its own labels and partner brands. Its old app could not keep up with the brand or the shoppers, so it had to be replaced, not patched.
Ailoitte handled the fashion ecommerce app development end to end: UX and brand-led UI, the iOS and Android app, search, checkout and a real-time catalogue. The new app reached 500K+ downloads in its first three months, with 35% more repeat users and 30% higher conversions.
About Koovs
Koovs, “the online lifestore”, was built as an Indian answer to global fast fashion sites. Koovs plc listed on London’s AIM market in March 2014 (Business Standard), and Future Group’s fashion arm later became a major shareholder (FashionUnited, 2019).
The store sold affordable, trend-driven clothing, footwear and accessories, monthly private-label drops made with artists and influencers, and partner brands such as New Look, LC Waikiki, Attic Salt, Oxolloxo and Freakins, with free shipping, cash on delivery and easy returns.
Ailoitte has built other commerce products, including the Lifelong direct-to-consumer store and the Reveza loyalty platform. Read more about our retail and ecommerce app development work.
Why Koovs Needed a New App, Not a Facelift
Fashion shoppers in India decide in seconds and on mobile, which makes mcommerce app development a speed game. The old Koovs app was slow, off-brand and hard to search, so browsers left before they bought.
Slow, Dated Experience
Heavy screens and a dated look did not match the Koovs brand or keep young shoppers scrolling.
Hard to Find the Right Item
With thousands of styles across many brands, shoppers needed faster ways to search and filter.
Catalogue in Constant Motion
Sales, drops and stock changed daily, so prices and inventory had to stay in sync in real time.
Secure, Simple Checkout
Payments, cash on delivery and returns had to feel easy while staying secure.
The Solution: Fashion Ecommerce App Development Built for Discovery
We rebuilt the app around one question on the home screen: where do you want to start? As with most ecommerce mobile app development, the wins came from fewer taps between inspiration and checkout.
Brand-Led Home and Discovery
The home feed opens with Women, Men, Pre-loved and Artist edits, then campaign banners, new arrivals, category tiles and top brands.
- End of season sales and special price campaigns
- Top brands and Koovs private labels side by side
- Sticky bottom menu for home, search, categories, bag and account
Search That Keeps Up With Shoppers
Shoppers search by typing or voice, scan a barcode, find a store, or tap trending tags and top searches, then narrow results with advanced filters.
- Voice search and barcode scanner
- Trending tags and top searches
- Filters by size, colour, brand and price
Product Pages That Sell
Large image galleries, colour and size selection, size and fit guidance, shipping and returns details and a one-tap wishlist answer questions before they stop a sale.
Fast, Secure Checkout
A short checkout supports secure online payments and cash on delivery, with free shipping thresholds, easy return pick-ups and encrypted login with verification.
Real-Time Catalogue and Order Tracking
A headless setup keeps the app in sync with the store catalogue, so prices, stock and sales update live, and orders can be tracked step by step.
Built to Bring Shoppers Back
Push notifications, wishlists and personalised recommendations turn one-time buyers into repeat customers.
One New App That Replaced the Old One
The new Flutter app shipped on iOS and Android from one codebase, with Shopify behind the catalogue and Firebase for messaging, so Koovs could update collections without a new release. It is ecommerce mobile app development tuned for sale-day traffic.
- One codebase for iOS and Android
- Modular architecture ready to scale
- Every milestone confirmed with the Koovs team
- Firebase analytics and crash reporting from day one
How the App Is Built
A Flutter app talks to a headless commerce back end, so the catalogue, checkout and messaging can change without slowing the app down.
Flutter App
iOS and Android from one codebase, tuned for fast image-heavy screens.
Shopify Catalogue
Products, prices, stock and collections managed in one place.
Search and Discovery
Voice search, scanner, trending tags and filters.
Checkout
Online payments and cash on delivery with secure, verified login.
Firebase
Push notifications, analytics and crash reporting.
AWS
Scalable hosting for APIs, images and sale-day traffic.
Where AI Fits in a Fashion App Like Koovs
Fashion apps are now where AI shopping lands first. These are the patterns Ailoitte builds for commerce clients, each linked to the work behind it.
What the Client Says
Syed Shakeeb Head of Operations, Koovs.com, at the time of the engagement
I have worked in ecommerce for fourteen years and this was my first seamless experience with a technology team. They built our iOS and Android app and replaced the old one, confirming every milestone without us ever having to chase.
What the New App Delivered for Koovs
The new app gave Koovs a fast, on-brand store in every shopper’s pocket, and shoppers came back more often.
Downloads in 3 Months
Shoppers moved to the new app quickly after launch.
Repeat Users
Wishlists, alerts and recommendations brought shoppers back.
Conversions
Fewer taps from discovery to checkout turned more browsers into buyers.
Faster Product Discovery
Voice search, filters and trending tags got shoppers to the right item sooner.
Results reported for the Koovs app by Koovs and Ailoitte, last updated .
Why Fashion Brands Need Apps That Load Fast and Know the Shopper
Online retail in India is growing fast, most online orders now happen on phones, and AI already shapes a fifth of sales. That is the demand a fashion ecommerce app serves.
India's Online Retail Keeps Climbing
India's online retail market is set to cross US$90 billion in 2026, after growing about 25% year on year in the first half.
Source: Redseer Strategy Consultants via IBEF, October 2026Most Orders Now Happen on Phones
56.4% of US online holiday transactions in 2025 were made on mobile devices, up from 54.5% a year earlier.
Source: Adobe 2025 Holiday Shopping Trends via Retail TouchPoints, January 2026AI Already Shapes Sales
AI and agents influenced 20% of all retail sales in the 2025 holiday season, linked to US$262 billion in revenue.
Source: Salesforce Shopping Insights via Retail TouchPoints, January 2026
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