Myntra’s Creator Economy: Social-led shopping now accounts for over 10%
23 November 2025, Mumbai
India's fashion e-commerce leader, Myntra (a profitable Flipkart subsidiary), is accelerating its dominance by blending content and commerce.
Social-led shopping now accounts for over 10% of its total revenue, a notable 50% surge in the last four months.
This shift highlights the pivot from search-based transactions to experience-led fashion discovery, particularly for apparel and accessories, which constitute 67% of its sales.
Read our latest issue
Gen Z: The ‘Shopper-Creator’ engine
The growth is anchored by Myntra’s Ultimate Glam Clan, a community of 3.5 million 'shopper-creators,' where 66% are Gen Z. This demographic is driving a major behavioral change: users who engage with this social content convert at a 25-28% higher rate than standard browsers. Myntra strategically utilizes long-form formats (like 15-minute talk shows) and an incentivized 'pay-for-performance' model, where creators earn commissions directly from sales.
The $45 bn market opportunity
Myntra, which boasts a significant 30-35% market share in the Indian fashion e-commerce segment, is aggressively scaling its content IP, including the recent GlamStream Fest 2025. CMO Sunder Balasubramanian notes this engine "is reshaping how India discovers fashion."
The plan is ambitious: Myntra aims to triple its creator base to 10 million and double the social commerce contribution to revenue within 18 months, positioning itself at the forefront of the Indian online fashion market, projected to reach $40–45 billion by 2028.
The main challenge remains fostering authenticity at massive scale, which the company sees as being addressed by the decentralized, user-driven nature of the creator clan itself.
Get in Touch! 
