E-commerce · Clothing & Apparel
A wrong-size bra cannot go back, so the sale is lost and so is the customer.
Underwear is a hygiene product, so most sellers cannot take an opened pack back. So the buyer who gets the size wrong has paid for a piece they will never wear, and will not try your brand again. The product page has to get the size right before the order, in a way that does not embarrass the shopper.
A 90-minute audit call and a written, scored report. Turnaround, reporting and term are agreed in writing after the audit.
In one paragraph
Underwear e-commerce is the online sale of briefs, boxers, vests, bras, panties, shapewear and loungewear, a product bought privately, worn all day and almost never returned once opened. GullySales works on size accuracy, discreet and reassuring product pages, and subscription-style reordering of the styles a buyer already knows.
Last updated 7 Oct 2026.
Who it is for
This is written for you if you sell underwear online.
- Innerwear brands for men and women selling through their own store
- Bra and lingerie sellers with a wide range of band and cup sizes
- Thermal wear and vest manufacturers moving into direct selling
- Loungewear and shapewear sellers who rely on Instagram
Not for
It is not the right fit if.
- A seller who has no clear policy on unopened returns or hygiene seals
- Anyone who wants explicit imagery to sell, which marketplaces and ad platforms restrict
How buyers choose
What decides the sale of underwear.
Waist, band and cup measurements
A brief is bought by waist, a bra by band and cup. The buyer wants a guide that explains how to measure oneself in private, with a diagram, not a note to see the chart.
Fabric, elastic and comfort
Combed cotton, modal, microfibre, the waistband that does not roll, seams that do not itch. Reviews that say it stays comfortable all day carry weight.
The hygiene and return policy
Opened innerwear is usually not returnable, and the buyer wants this said before ordering, along with what a sealed pack exchange looks like.
Packs and discreet delivery
Buyers purchase in packs of three or five, and want plain packaging with nothing on the outside to say what is inside.
Where sales are lost
What usually goes wrong when you sell underwear online.
In the words sellers use on the first call.
“Women hesitate to buy bras online”
Fit is the whole problem and there is nobody to ask. Without a fit guide and a private way to get advice, they go back to a shop.
“Our ads keep getting rejected or limited”
Ad platforms restrict some imagery and wording for innerwear. Creative is written and photographed for the policy as it stands, which is checked in the audit.
“Men buy one pack and drift to a rival”
Once a buyer has found a size and a brand that suit, there is no reason to look again. Nothing asks if they want the same pack in three months.
The scope
The work we would propose for underwear.
Measured on purchases, conversion rate, cost to win a customer, average order value and repeat purchases. Anything here that needs a platform or tool we have not used with you is confirmed in the audit before it goes in the scope.
- A private fit guideA how-to-measure page with a diagram for waist, band and cup, and a size finder that does not ask for personal details.
- Fit advice on WhatsAppA women-led or discreet advice line for fitting questions, with a hand-off to a person, set up so the buyer’s details stay private.
- Creative that passes the platform rulesAds and product images prepared with each platform’s current innerwear policy checked, and a clear plan for what to do if one is rejected.
- Reorder cyclesA reminder for the packs people buy again, with the size already stored and a pack price on offer.
- Marketplace listingsTitles, size charts and pack details written for Amazon, Myntra and Flipkart shoppers comparing on price and fabric.
What we do
What you get for underwear.
Each deliverable and what it is there to change.
A how-to-measure guide
Diagrams and a short plain description, written for someone measuring alone, with a note on what to do between two sizes.
A hygiene and exchange policy page
What cannot be returned, what can, and how a sealed pack is exchanged, in one place and linked from each listing.
A pack-and-reorder plan
The packs worth selling, how they are priced, and when a buyer hears from you about the next one.
An ad-policy checklist
A short list of what current platform rules allow for innerwear images and copy, checked again before each new campaign.
How the result is measured
- Purchases
- Conversion rate
- Customer acquisition cost
- Repeat purchase rate
- Return and exchange rate
- Fit questions before purchase
Recorded as a baseline before work starts, so every later report has an honest comparison.
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Free audit call
90 minutes with whoever handles your enquiries: how they arrive, how fast they are answered, where they are lost.
After the call
Written, scored report
Six areas scored, fixes ranked by return and cost. If you want our help, the scope, the fee and the reporting come with it, in writing.
Before work starts
Baseline recorded
Enquiries by source, reply time, conversion and cost per order, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
Usually the cheapest one on the report: reply time, a follow-up sequence or the marketing-to-sales handover.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
What we need from you
What to have ready before the audit call.
None of it has to be tidy. We read what you have.
- Your size chart and the sizes that sell most
- Questions customers send about sizing
- Your return and exchange policy as it stands
- Any ads that were rejected or limited, with the notice
- Reorder rate by pack, if you can see it
Selling in India and abroad
Selling underwear beyond your own market.
Where you sell decides sizes, units, seasons and returns. We work from Bengaluru and have no overseas office, so for a new country we start from your own sales and the platforms you already use.
Sizing standards
Band and cup letters differ between India, the UK, the US and Europe. A conversion table built from your own measurements is needed before you sell a bra anywhere abroad.
Rules on imagery and returns
Some countries and platforms have their own rules about innerwear photography and about returning worn products. Those are checked with your adviser, and the first step is the overseas orders you already have.
FAQ
Questions about selling underwear online.
Not here? More answers, or ask on WhatsApp.
Why do people not buy bras online?
Can I show models on my innerwear pages?
Should I offer returns on underwear?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
More in Clothing & Apparel
Sellers of underwear also need
Also selling from a shop, a workshop or a warehouse? See the page for clothing stores and boutiques, garment manufacturers and fabric shops and retailers.
This page is part of the e-commerce section. The D2C brands page covers the arithmetic of acquisition cost and the second order for any brand.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with the free audit.
Option 1
The audit on its own
A 90-minute call and a written, scored report. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix the audit ranks first, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
The offer
Start with a free audit of how your underwear sell.
It is useful on its own, whether or not you hire us.
What you receive
- A 90-minute call with the person who will do the work
- A written, scored report on the six places orders leak
- Every fix ranked by what it returns and what it costs
- The one thing to do first, and why
- An honest line on whether you need outside help at all
- If you do, the scope and the fee in writing
No invoice. No obligation. No sales script.
Your next practical step
Get a free audit of how you sell, and a scored report of where the work is.
90 minutes. A written, scored report. No invoice and no obligation.