3
/ 2
Min Read
Myntra’s social commerce ecosystem has emerged as one of the platform’s fastest-growing segments, now contributing nearly 10% of total revenue. Over the past four months, the segment has seen a 50% increase in contribution, highlighting a shift in how Indian consumers engage with digital fashion.
The growth reflects Myntra’s transformation from a transactional e-commerce platform to a creator-led retail ecosystem that blends content, community, and commerce. Its social-first strategy encourages participation from creators, shoppers, and cultural trendsetters, making fashion discovery more interactive and community-driven.
Central to this approach is Myntra’s “Ultimate Glam Clan” — a community of 3.5 million shopper-creators, with 66% from Gen Z. Nearly one in five users now engages with social-led content, indicating a behavioral shift in online shopping habits. Myntra’s GlamStream platform merges entertainment with discovery, allowing users to shop through long-form formats like talk shows, reality-style series, and gamified podcasts. Data shows content around 15 minutes long achieves the highest engagement and conversion.
The platform’s content ecosystem spans user-generated content (UGC), key opinion leaders (KOLs), and affiliate influencers. Over three billion UGC posts are live, while more than 160,000 influencers generate approximately nine billion impressions monthly.
For creators, this ecosystem has unlocked new revenue streams via engagement-driven partnerships and content monetization, illustrating the growing convergence of the retail and creator economies in India.
Popular social commerce categories include apparel, personal care, jewellery, footwear, and travel accessories. As part of its experience-led strategy, Myntra will host GlamStream Fest 2025, bringing together 3,000 creators, 5,000 consumers, and 30 partner brands, including Ralph Lauren, OPI, TirTir, and Pixi. Live performances by artists like Himesh Reshammiya and Shalmali Kholgade will make the festival an interactive celebration of fashion, beauty, music, and digital creativity.
“Social commerce has emerged as a strong growth engine for Myntra, now contributing over 10% of revenue and reshaping how India discovers fashion,” said Sunder Balasubramanian, CMO. “With millions of creators fueling this movement, inspiration and commerce coexist seamlessly, and we aim to make every shopper a creator too.”
Myntra plans to triple its creator base in 18 months and double social commerce’s revenue share, targeting 10 million creators by 2026. This growth strategy aligns with India’s expanding online fashion and lifestyle market, projected to reach $40–45 billion by 2028, positioning Myntra at the forefront of a creator-driven retail revolution.
This article was originally published by the Franchiseindia.com. To read the full version, visit here 
