Founded in 1985 as an offline-first brand, Libas is now one of India’s most recognisable fast fashion labels—selling apparel and accessories to customers across the country. In 2019, the company turned to Shopify to power their direct-to-consumer (DTC) journey with the aim of owning the customer relationship, controlling the brand experience, and fuelling faster growth.
In less than five years, Libas scaled their DTC business from 0 to over Rs 300 crore in annual revenue, growing at over 80% annually from 2018 to 2025, with over half of the brand’s DTC sales now coming through their mobile app. This rapid growth has been driven by strategic brand control, deep customer insight, and a powerful technology stack that has allowed the business to launch more than 5,000 new styles annually and act on opportunities in real time.
With Shopify, Libas has seen:
- Rs 0 to Rs 300 Cr in DTC annual recurring revenue
- 80% YoY revenue growth
- 24% increase in AOV
The challenge: Scaling fast without losing agility
Before their DTC push, Libas’ online presence was dominated by marketplaces. Their first branded ecommerce store, built on Adobe Commerce (formerly Magento), required heavy developer involvement for even basic updates, slowing product launches, marketing campaigns, and checkout optimisation.
The lack of built-in customer analytics capabilities meant the business couldn’t clearly see behaviour patterns, retention cycles, or customer lifetime value—particularly when it came to combining data from both online and offline touchpoints. This created bottlenecks for targeted marketing and retention strategies and made scaling more resource-intensive.
Our goal was to build a unified, data-driven brand experience that connects insights and actions across every channel to strengthen customer engagement and loyalty. However, managing our previous commerce platform required extensive resources and limited our ability to capitalise on available data. As the business scaled, migrating to Shopify provided the agility and efficiency we needed. With Shopify Plus, we now have access to comprehensive analytics and scalable solutions that have significantly enhanced our operational performance and the overall customer experience.
The solution: Building a connected, tech-driven retail engine
Libas migrated to Shopify in 2019 and upgraded to Shopify’s Plus plan in early 2022. This move unlocked new levels of speed and flexibility, allowing non-technical teams to update catalogues, launch campaigns, and optimise customer flows without relying on developers.
The Shopify App Store ecosystem gave Libas access to plug-and-play integrations for loyalty, reviews, checkout optimisation, and marketing automation—supporting scale without heavy in-house builds. Mobile-first themes ensured high performance in a market where more than 80% of traffic comes via mobile, with a branded mobile app, integrated via Shopify’s APIs, becoming the brand’s top channel by revenue.
Shopify Extensions have powered a custom checkout with Google Maps address auto-completion, return to origin (RTO) filters for cash-on-delivery orders, and multiple payment integrations including unified payments interface (UPI), wallets, buy-now-pay-later, and seasonal prepaid incentives. These changes helped to increase prepaid order share, improve working capital cycles, and reduce returns.
A unified customer data platform (CDP), integrated with Shopify APIs and connected with the CleverTap app from the Shopify App Store, provided centralised insights from the ecommerce site, mobile app, and more than 35 exclusive stores. This allowed for intent-based, location-specific, and lifecycle segmentation, improving Meta and Google ad spend efficiency and allowing customer relationship management (CRM) and merchandising teams to make quicker, data-backed decisions.
Shopify Flow automated back-end tasks such as refund differentiation for regular customers versus influencer orders, while Shopify Scripts enabled discount offers such ‘Buy One Get One Free’ (BOGO) deals across multiple SKUs. Social proof from the Judge.me reviews app built trust, improved conversion rates, and provided feedback to inform product decisions.
Libas also used Shopify expansion stores to launch a dedicated global site, localising currency, delivery options, and language for international shoppers, while maintaining the Indian store as their core domestic channel.
Our ability to bring thousands of new styles to market every year isn't just about design—it's a tech-enabled supply chain that keeps us ahead. With Shopify, we no longer need help from developers for basic cataloguing or checkout tweaks, so we can make changes faster. And with Shopify Analytics, we can see multiple data points to elevate the effectiveness of our marketing campaigns, driving additional growth.
The results: Strategic tech meets operational speed
Since adopting a connected, tech-driven approach on Shopify, Libas has grown from 0 to Rs 300 crore in DTC annual recurring revenue (ARR). Average order value has risen by 24% thanks to loyalty integrations, improved reviews, and optimised checkout.
Conversion rates have also climbed through personalised offers, richer on-site experiences, and faster, more reliable payment options. The mobile app now generates more than half of all DTC revenue, outperforming the web store on both average order value (AOV) and repeat purchase rate.
The CDP integration has enhanced targeting, boosted retention, and powered a seamless customer experience across online and offline, with a single customer view and centralised loyalty programme. These foundations will support the expansion of the brand’s physical retail network from 35 to 100 branded outlets, with stores planned to act as micro-fulfilment hubs for future quick-commerce launches.
Our growth has been driven by aligning strategic vision with the right technological foundations. Partnering with Shopify has given us the agility to scale efficiently, gain real-time insights into our customers, and continuously enhance their experience. It has empowered Libas to operate with greater speed, flexibility, and data-driven precision.
Libas plans to deepen their omnichannel strategy by expanding CDP integrations, refining the app experience, and using Shopify’s API-driven flexibility to deliver even faster product cycles and more personalised customer engagement, ensuring the brand continues to set the pace in India’s fast fashion sector.
