9 platforms to sell modest fashion products

Modest fashion has surged in popularity over recent years, becoming much more than a niche market. It's now recognised as a global trend that is steadily growing in popularity and influence.

According to The Economist, the global modest fashion market is anticipated to reach US$402 billion by 2024. This growth is bound to be propelled by a demographic shift towards a younger, more style-conscious consumer base, particularly within the Muslim community, which is projected to make up nearly a third of the world’s population by 2050. 

Furthermore, events like Istanbul Modest Fashion Week 2024 underscore the sector's expansion and its global appeal. Notably, Malaysia has been spotlighted by Fashion United for its significant contributions to and dynamic presence within the modest fashion industry.

And for modest fashion companies in Malaysia aiming to capitalise on this lucrative market, choosing the right online platforms to showcase and sell their products is crucial. 

These e-commerce websites and online stores must not only facilitate visibility and sales but also resonate with the unique preferences and values of the modest fashion audience. Understanding where these consumers congregate online and how they prefer to engage with brands can transform a modest fashion line from a local favourite to an international trendsetter.

Understanding your market

But first, before you can effectively tap into the modest fashion market, it’s crucial to understand the dynamics that drive the demand for modest fashion. This burgeoning niche is not just about clothing; it's about aligning with the cultural, ethical, and stylistic values of a diverse and discerning customer base. 

What is modest fashion?

According to a paper published in the International Journal of Art & Design (IJAD), modest fashion is often misunderstood as solely Islamic attire within the Malaysian context, but instead, it represents a broader trend of conservative dressing. It's not just about adhering to religious guidelines but embracing a style that opts for less skin exposure, offering a modern twist on traditional wear. 

And according to Vivy Yusof, the Malaysian founder of Duck, this fashion movement distinguishes itself by its flexibility and personal touch—it's tailored to individual interpretations of modesty.

Is there a market for modest clothing?

If you're contemplating whether to dive into the modest fashion market, consider the significant growth and unique characteristics of its audience. 

Modest fashion, especially prominent in regions like Southeast Asia and the Middle East, has seen a surge in popularity, facilitated by e-commerce platforms that cater to a more diverse consumer base seeking style along with tradition.

For instance, Vivy Yusof, the founder of Duck, identified a niche for more luxurious shopping experiences within this sector. She noticed that the typical transaction of purchasing a scarf was often mundane—lacking the special touch provided by high-end retailers like Hermes or Louis Vuitton. This insight led her to elevate the buying experience, proving there’s a substantial demand for premium modest fashion products.

As e-commerce continues to expand, the modest fashion market in Southeast Asia is thriving, predicted to show robust growth through 2032, according to the Modest Clothing Market. This upward trend underscores the importance for retailers to select platforms that not only reach but also resonate with the unique shopping behaviours and expectations of modest fashion consumers.

Social media platforms

Social media platforms are great for promoting any e-commerce business, especially for those specialising in modest outfits. These platforms not only amplify your brand's visibility but also offer tailored avenues for engaging directly with consumers who are actively seeking modest clothing online shopping options. 

1. Instagram

Instagram is a powerful platform for showcasing modest fashion, thanks to its highly visual and narrative-driven format. It provides an engaging environment where businesses can connect with a community eager to shop visually appealing content. 

With features like Instagram Shops, businesses can transform their profiles into interactive storefronts. Users can explore curated collections, view detailed product pages, and even purchase directly through product tags embedded in posts and stories. 

This seamless integration of storytelling and shopping makes Instagram an indispensable tool for fashion brands aiming to captivate and convert their audience effectively.

2. Meta (Facebook)

Facebook offers a robust platform for modest fashion brands aiming for expansive reach and deep community engagement. By leveraging Facebook's Marketplace, brands can list products publicly, reaching wide audiences through feeds, search, and across the platform. 

Additionally, Facebook Shops provides an immersive online storefront where businesses can display and sell their products directly. This setup allows for the creation of customisable collections, enhanced by striking visuals and tailored branding that resonates with potential buyers.

Furthermore, Facebook's integrated advertising solutions enable brands to target shoppers actively engaging with similar products, enhancing visibility and driving conversions. Plus, the platform's detailed analytics from Commerce Manager offer valuable insights into sales performance and product popularity, aiding brands in refining their offerings and promotional strategies. 

This multi-faceted approach ensures that brands not only reach a broad audience but also engage them effectively, turning interest into sales.

3. Pinterest

Pinterest serves as a powerful platform for modest fashion brands looking to captivate consumers with visually inspired shopping experiences. 

By creating Product Pins, brands can directly showcase their offerings to an audience already inclined to purchase, enhancing discovery and conversion rates. Utilising Pinterest's Catalogue feature allows for the automatic creation of Product Pins from existing product feeds, streamlining the process and ensuring a wide range of modest wear is easily accessible.

For those managing extensive inventories, the Pinterest Shopping API offers a rapid solution for uploading large product listings, integrating seamlessly with major e-commerce platforms like Shopify and WooCommerce. This integration ensures that a brand's full catalogue is available for pinning, making every item a potential point of sale.

To maximise reach and impact, Pinterest also supports tailored advertising campaigns that drive targeted engagement and sales. These ads, enhanced with direct product links, simplify the shopping experience, directing users straight to purchase points on the brand's website, effectively turning browsing into buying with minimal friction.

4. TikTok

TikTok has revolutionised the way young consumers engage with brands, making it an indispensable platform for modest fashion labels aiming to capture the attention of a youthful demographic. 

This dynamic social media channel enables brands to utilise short, engaging videos and live streams to effectively market their products. With TikTok Shop, even brands with few followers can set up a virtual storefront at no cost, allowing for direct sales within the app.

The platform also offers several innovative shopping formats such as Livestream Shopping Events, Shoppable Videos, and Store Page.

E-Commerce marketplaces

Exploring e-commerce marketplaces is also essential for modest fashion brands aiming to expand their reach and tap into diverse consumer bases globally. 

These are some of the best e-commerce platforms for modest clothing brands:

5. Etsy

Etsy stands out as a prime online shop for modest fashion brands that emphasise craftsmanship and uniqueness in their offerings. 

Known for its focus on handmade, vintage, and custom items, Etsy attracts a niche audience that values the personal touch and story behind each product. For modest fashion designers who craft unique garments or incorporate traditional techniques, Etsy provides not just a platform but a community that cherishes and supports artisanal work. This environment makes it an ideal marketplace for modest fashion items that cater to consumers looking for something more than just mainstream apparel.

6. eBay

eBay offers an expansive platform for modest fashion brands to access a global audience. 

Renowned for its versatility, eBay supports various selling formats, including auctions and fixed-price listings, making it suitable for diverse selling strategies. Whether you are a small-scale seller with unique one-off items or a developed brand looking to clear stock, eBay facilitates reach to millions of buyers worldwide. Its established market presence and flexible selling options make it a robust channel for modest fashion brands aiming to diversify their sales approach and reach a broader audience.

7. Amazon

Amazon's enormous marketplace is a powerhouse for modest fashion brands looking to scale up. 

With its vast customer base and advanced fulfilment services, Amazon simplifies reaching customers across the globe. While it may seem like a generalist platform, Amazon's sophisticated categorisation and search tools allow niche brands to get noticed by relevant customers. 

In addition, the platform's extensive logistics network and trust in brand identity mean that even smaller modest fashion brands can compete on a global stage, ensuring their products are delivered efficiently and professionally.

Dedicated fashion platforms

For modest fashion companies in Malaysia looking to sell modest fashion internationally, certain dedicated fashion platforms offer unparalleled opportunities for targeted exposure and engagement.

8. Modanisa

Modanisa stands out as a pioneering platform in the modest fashion industry, tailored specifically to cater to a diverse global audience. 

Established as Turkey's first major online fashion outlet, Modanisa showcases an expansive array of over 650 brands and 70,000 products, dispatching countless packages daily to enthusiasts across five continents. This platform not only broadens the reach for emerging designers and small-scale producers but also actively promotes their unique creations on an international stage.

Currently, Modanisa enhances engagement through its Affiliate Programme, which empowers bloggers and website owners to earn commissions. By integrating Modanisa’s affiliate links and promotional materials, partners can guide their audience to discover and purchase from Modanisa’s extensive product selections, earning a profit on each successful referral. This initiative not only boosts Modanisa's market presence but also supports the growth of its partners, making it a valuable platform for those looking to expand within the modest fashion sector.

9. ASOS Marketplace

ASOS Marketplace is another platform to consider for those looking to propel their modest fashion labels into the international limelight. 

Recognised as one of the largest fashion retailers globally, ASOS caters to a trendy, fashion-forward audience that is continually on the lookout for unique and distinctive styles. This platform offers an exceptional opportunity for emerging designers and boutique owners to gain exposure and establish their brands worldwide.

Opening a boutique on ASOS Marketplace involves a few key steps, ensuring that each store aligns with the marketplace's high standards of uniqueness and quality. Initially, sellers must set up a verified Business PayPal account capable of handling multiple currencies to facilitate smooth transactions. Following this, aspirants can apply to become a boutique, provided they offer original designs or authentic vintage collections. The acceptance into this platform allows sellers to craft a personalised storefront, curate product collections, and directly engage with a global audience through integrated social media links.

Moreover, ASOS Marketplace supports its boutiques with robust seller tools and detailed guidance on optimising listings for search engine visibility, ensuring products are discoverable and appealing. 

For those interested in joining, it's crucial to keep an eye out for when ASOS accepts new applications.

Choose the right platform for your modest fashion line