Myntra’s social commerce ecosystem has emerged as one of the company’s fastest-growing verticals, now accounting for 10 percent of its total revenue. The platform has witnessed a 50 percent increase in contribution from social commerce in the past four months, marking a significant shift in how Indian consumers engage with digital fashion.
The growth underscores Myntra’s transition from a transactional e-commerce player to a creator-led retail ecosystem that blends content, community, and commerce. The platform’s social-first strategy focuses on a participatory model where shopping is influenced by creators, everyday users, and emerging cultural trends.
Myntra’s creator community continues to scale rapidly. Its “Ultimate Glam Clan” now includes 3.5 million shopper-creators, with Gen Z accounting for 66 percent of this base. Nearly one in five users on the platform engages with social-led content, highlighting a behavioral shift in how fashion discovery and purchase decisions are made online.
Through the company’s content platform GlamStream, users can interact with and shop from formats that merge entertainment with discovery. The initiative aligns with Myntra’s aim to make every shopper an active participant in shaping the platform’s style ecosystem.
Myntra’s content-driven engagement model now spans across user-generated content (UGC), key opinion leaders (KOLs), and affiliate influencers. Over three billion UGC posts are live on the platform, while an affiliate network of more than 160,000 influencers creates content about Myntra each month, generating approximately nine billion monthly impressions.
For creators, this growing ecosystem has also unlocked new income streams. Many are building revenue through engagement-led partnerships and content monetization, reflecting the increasing convergence between retail participation and the creator economy in India.
Popular categories within Myntra’s social commerce segment include apparel, personal care, jewellery, footwear, and travel accessories. Longer storytelling formats, such as talk shows, gamified podcasts, and reality-style content, are seeing strong traction, often outperforming short-form videos. Data from the platform shows that content lasting around 15 minutes captures the highest user attention and conversion intent.
As part of its broader strategy, Myntra will host the GlamStream Fest 2025, a large-scale event celebrating the intersection of fashion, beauty, music, and digital creativity. The festival will feature over 3,000 creators, more than 5,000 customers, and 30 partner brands, including Ralph Lauren, TirTir, Skin1004, OPI, Armaf, Dermaco, Pixi, Bene Kleed, be!MYN, Belkin, and Fujifilm.
The event will include live performances by Himesh Reshammiya, Shalmali Kholgade, Paradox, Kushagra, Pragati Nagpal, Maahi, and Arjun Tanwar. For the first time, Myntra is opening the festival to consumers, reinforcing its effort to integrate the creator and shopper communities under one experience-oriented model.
Sunder Balasubramanian, Chief Marketing Officer at Myntra said, “Social commerce has emerged as a strong growth engine for Myntra, now contributing over 10 percent of the platform’s revenue and reshaping how India discovers fashion. With millions of creators fueling this movement, we’re building an ecosystem where inspiration and commerce co-exist seamlessly. The success of GlamStream and the growing creator community reflect this shift from transactional shopping to experience-led engagement. As we scale further, our aim is to make every shopper a creator too, making the shopping journey more personal, inclusive and culturally connected.”
Looking ahead, Myntra plans to triple its creator community over the next 18 months and double its social commerce contribution to total revenue. The company is positioning this growth alongside India’s expanding online fashion and lifestyle market, which is projected to reach between 40 and 45 billion dollars by 2028.
By targeting 10 million creators by 2026, up from the current 2.5 million, Myntra aims to shape a new frontier for e-lifestyle commerce, one where creators drive cultural relevance, consumers participate directly in trend-building, and digital-first retail continues to evolve beyond traditional shopping experiences.
