E-commerce
Nike Hands Over India Ecommerce Operations to Nykaa in Strategic Reset
However, the reset also comes with trade-offs. Nike Member logins on Nike.com and the Nike App will no longer function in India, and services like Nike By You customisation and SNKRS Web drops will be discontinued
Global sportswear giant Nike is overhauling its India ecommerce strategy by transferring operations of Nike.in to the beauty and fashion marketplace Nykaa starting February 2026. The move marks a significant shift from Nike’s direct-to-consumer (D2C) approach and reflects a broader recalibration of how global brands operate in complex, regulation-heavy markets like India.
The transition follows years of customer complaints around delivery delays, checkout failures, and inconsistent service—issues that steadily eroded Nike’s digital momentum in the country.
Why Nike’s Direct-to-Consumer Model Struggled in India
Nike’s India ecommerce operations were plagued by structural challenges. Unlike rivals with extensive local warehousing, Nike shipped products to Indian customers from a regional hub in Singapore. This setup often resulted in delivery timelines stretching into weeks, well below Indian consumer expectations shaped by hyperlocal and same-day delivery platforms.
Users also flagged frequent payment failures, inactive checkout buttons, and delayed refunds. Limited-edition sneaker drops via Nike’s SNKRS platform added to frustration, with buyers citing app crashes, poor communication, and unclear selection outcomes during high-demand releases.
Compounding these issues were regulatory hurdles. In 2025, stricter enforcement of Bureau of Indian Standards (BIS) norms led to seizures of uncertified imported footwear, triggering inventory shortages and further delays for premium products.
What Changes Under Nykaa’s Management
From February 2026, Nykaa will act as Nike’s local e-commerce service partner, while Nike continues to operate its physical stores independently. The revamped Nike.in platform promises free shipping, free same-product exchanges, and faster delivery—two days in metro cities and up to four days elsewhere.
However, the reset also comes with trade-offs. Nike Member logins on Nike.com and the Nike App will no longer function in India, and services like Nike By You customisation and SNKRS Web drops will be discontinued. Nike’s fitness apps, including Nike Run Club and Nike Training Club, will remain unaffected.
Nike has also announced updates to its terms of sale and privacy policy, aligning them with the new operating structure.
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A Global Strategy Correction, Not an Isolated Move
Nike’s India pivot mirrors a broader global rethink. After aggressively pursuing D2C channels during and after the pandemic, the company has been rebuilding ties with major marketplaces and retailers worldwide, including Amazon, Dick’s Sporting Goods, and Foot Locker.
Industry watchers view the Nykaa partnership as part of a wider correction, where global brands are prioritising reliable local partners with strong logistics, compliance capabilities, and deep consumer insight.
Why the Deal Is a Win for Nykaa
For Nykaa, the partnership strengthens its fashion vertical, which has been growing but still trails its core beauty business. Adding Nike—a globally dominant sportswear brand—boosts average order values, repeat purchases, and platform traffic, especially in the fast-growing athleisure segment.
With established logistics infrastructure and a loyal customer base, Nykaa gains a powerful anchor brand as it scales its fashion ambitions.
Nike’s decision underscores a clear lesson for global brands: success in India requires local execution, regulatory alignment, and delivery speed. By handing over its e-commerce reins to Nykaa, Nike is betting that partnerships—not pure D2C—are the path forward in one of the world’s most demanding consumer markets.
