Online fashion platform Myntra has announced that its creator-led commerce efforts now account for 10% of its total revenue. This marks a significant milestone in how e-commerce is evolving in India—shifting from catalogue-led to story-driven, creator-powered shopping.
What the company said about Myntra creator-led commerce
- Myntra disclosed that its content-to-commerce initiatives — where creators and shoppers generate content, affiliate links and video formats — have doubled to 10% of the platform’s revenue over the past year.
- According to Sunder Balasubramanian (Chief Marketing Officer), users interacting with creator-led content have a conversion rate that is 25–28% higher than users browsing standard catalogues.
- The company revealed it has built a creator ecosystem with about 3.5 million “shopper-creators” and some 350,000 monthly active content producers.
Why this matters: Implications of the shift
1. Business model innovation
“Myntra creator-led commerce” signals a pivot: instead of only being a marketplace, Myntra is becoming a media-commerce hybrid — combining content, community and transaction.
This is especially relevant in the Indian market, where younger consumers (Gen Z) engage heavily with creators and social content.
2. Performance-driven marketing
The emphasis is on measurable outcomes: creators are paid based on sales outcomes (commission) rather than flat fees. The model helps scale marketing without fixed budgets.
This approach may improve ROI and allow stronger scaling of content-commerce.
3. Broader reach beyond metros
Much of the traction for Myntra’s creator-led commerce is coming from non-metro markets and younger demographics. For example, 75% of creator-content engagement comes from outside metros.
This helps tap underserved markets and drives penetration.
Background & context of the Myntra creator-led commerce journey
- Myntra’s “Ultimate Glam Clan” programme, launched in September 2024, enables any shopper to become a creator. Within a few months, the number of creators rose significantly.
- The platform also runs affiliate programmes and a shoppable video platform (GlamStream) that integrate content and commerce in real time.
- The shift comes as traditional influencer marketing becomes less differentiating, and content-commerce emerges as a strategic growth lever.
What to watch for next
- Doubling the share: Myntra aims to double the revenue share of creator-led commerce from 10% in the next 12–18 months. Moneycontrol
- Creator base expansion: The company plans to grow its creator base from ~3.5 million to perhaps 10 million.
- Category diversification: While fashion remains core (about 45% of content consumption), there is movement into beauty, jewellery, home décor and lifestyle.
- Monetisation and profitability: As creator-commerce scales, how this impacts overall margins, marketing spend and platform economics will be key.
Opportunities & risks
Opportunities:
- Strong engagement model: Higher conversion means more value per user.
- Reach expansion: Tapping non-metros and Gen Z gives growth beyond urban markets.
- Competitive differentiation: As a content-commerce leader, Myntra may gain advantage over platforms still dependent on standard catalogue formats.
Risks:
- Quality and authenticity: With millions of creators, maintaining trust and content quality is challenging.
- Margin pressure: Commission-based payouts may reduce margin if average order value falls or if creators incentivise discounting.
- Platform dependency: A shift to creator-commerce may require heavy investment in tech, content, moderation and creator management.
What it means for consumers & creators
- For consumers, this shift means a more immersive, story-driven shopping experience: watching content, discovering products, and buying seamlessly in one flow.
- For creators/shoppers, Myntra’s model opens up income-earning possibilities: everyday purchasers can become creators, share content, earn commissions — democratizing influence.
- For brands, it offers measurable performance-marketing channels that integrate discovery, content and commerce, potentially improving conversion and ROI.
Conclusion
“Myntra creator-led commerce” hitting 10% of total revenue represents a landmark moment in Indian e-commerce. It validates the power of creator-driven content, especially when tied directly to purchases. For Myntra, it underlines a strategic evolution: from being a fashion catalogue to becoming a content-first commerce platform.
As the company aims to double this share and expand the creator ecosystem, the next 12–18 months will be crucial. How well the model scales — in terms of creator quality, category breadth, consumer trust and profitability — will determine whether this shift is sustainable and transformative.
