Myntra’s social commerce strategy is showing strong results, with creator-led content now contributing 10% of the company’s overall revenue — a 50% increase in just four months, the online fashion retailer said on Wednesday.
The company reported that it now has 3.5 million “shopper-creators”, two-thirds of whom belong to Generation Z. It added that nearly one in five users now engages with social content on the platform, indicating a shift in consumer behaviour from traditional search-based shopping to experience-led discovery.
Myntra’s off-app affiliate network, comprising over 1.6 lakh influencers, is generating around 9 billion monthly impressions through posts and videos. Meanwhile, the platform itself hosts more than 3 million user-generated posts, underscoring the scale of creator-driven engagement. Many of these creators are also monetising their content, earning through engagement-based income opportunities.
The company said that categories such as apparel, personal care, jewellery, and footwear continue to dominate social commerce sales. It noted that long-form storytelling formats—including talk shows and gamified podcasts—are outperforming short clips, with 15-minute videos emerging as the “sweet spot” for user attention and purchase intent.
Sunder Balasubramanian, Chief Marketing Officer at Myntra, said that social commerce had become a powerful growth driver for the company, contributing over 10% of revenue and transforming how Indian consumers discover fashion.
Looking ahead, Myntra aims to triple its creator base and double the share of social commerce in overall revenue within the next 12 to 18 months. As India’s online fashion and lifestyle market moves towards an estimated US $ 40–45 billion by 2028, Myntra plans to expand its creator economy to 10 million participants.
