JM Jain is among India’s leading buying houses offering end-to-end solutions in the apparel industry. As industry leaders, they are always enthusiastic to harness the best technologies and expertise to maximize business performance.

The organisation was looking to expand it digital footprint and launch a B2B commerce platform. Being a grounded organisation and having solidly-established credentials in the physical world, their need was to be sure footed, both on the strategy, approach and from a best practices perspective. HUDE was asked to do a market research and map the best commerce trends in the global market.


The study was a primarily market research, but our design instinct helped expand the scope to cover user research and brand name as well.

The market research was focused to reinforce marketability, the JM Jain proposition and trust in the digital space. Adding a layer to it and to meet business goals, we gathered customers’ behaviours through user experience research also.


The study spanned countries across 4 continents and covered all the major B2B e-commence players across apparel space as well as some B2C players. We did a competitive analysis of leading online marketplaces across Europe, North America, MENA, APAC and Latin America, ranking each website against a set of benchmarking metrics.

The research resulted in a comprehensive competitive analysis report which mapped global trends, bench marked best practices and outlined geographical and cultural influence of the digital market place.

Impact of the report

The report became the go-to-guide for management decisions and provided insights and informed direction for strategy and execution approach for the new JM Explore B2B digital.

For global trends and data insights, we benchmarked page speed, social responsibility, style guide, responsive practices, product search canvas, imagery, brand positioning and customer acquisition cost (CAC).