Nike Hands Over India Ecommerce Operations To Nykaa

Operational Challenges  
Nike struggled to scale its direct-to-consumer online business in India. Issues such as slow deliveries, checkout glitches, and inadequate warehousing weakened customer satisfaction and limited competitiveness against other global sportswear brands.  

Why Nykaa  
Nykaa, with its robust e-commerce infrastructure and expertise in fashion retail, offers Nike a reliable partner to manage online operations. Nykaa’s established logistics network and compliance capabilities will ensure faster deliveries, smoother customer experiences, and stronger brand positioning in India’s growing sportswear market.  

Impact On Customers  
Nike.in operations will shift to Nykaa, with membership features like SNKRS and Nike By You discontinued. Customers can expect improved delivery timelines, free shipping, and better service quality under Nykaa’s management, while physical Nike stores will continue to operate independently.  

Key Highlights  

• Nike transfers India e-commerce operations to Nykaa  
• Persistent delivery and infrastructure challenges prompted the move  
• Nykaa brings logistics strength and fashion-focused reach  
• Nike.in services like SNKRS and Nike By You discontinued  
• Physical Nike stores remain under Nike’s control  

Conclusion  
The partnership reflects Nike’s pragmatic pivot toward localized collaboration. By leveraging Nykaa’s strengths, Nike aims to stabilize its digital presence and deliver a more seamless customer experience in India’s competitive sportswear market.  

Sources: Bloomberg, Inc42, Economic Times, Nike Help Center