As much as 10 percent of Myntra’s total revenue is now being driven by creator and content-led sales, with the Walmart-owned fashion marketplace planning to double that share by 2026, according to a top executive at the firm.
The company’s growing focus on content commerce — anchored by its shoppable video platform Glamstream and an expanding creator ecosystem — is helping turn engagement into measurable sales while diversifying Myntra’s overall business model beyond traditional catalog shopping.
“Today, we are seeing content commerce influencing 10% of Myntra’s revenue. That share has doubled from what it was a year ago, and we are looking to double it again next year,”
said Sunder Balasubramanian, Chief Marketing Officer at Myntra, at a media roundtable ahead of Glamfest, the company’s debut annual creator and brand showcase.
Moneycontrol had earlier reported that Glamstream, launched earlier this year, brings product discovery and purchase together through over 3,000 hours of interactive shows and videos, featuring top influencers and celebrities.
How large is Myntra’s creator network?
Myntra has built one of India’s largest creator ecosystems, with 3.5 million shopper-creators under its Ultimate Glam Clan programme and about 350,000 monthly active creators producing content on and off the app.
Another 160,000 influencers post Myntra-linked videos externally each month, driving over 9 billion monthly impressions and contributing nearly 10 percent of total platform traffic. Users who engage with creator content are 25 percent more likely to make a purchase, the executive said.
Where is the growth coming from?
Much of the traction is coming from outside metros. Nearly three-fourths of all content engagement now comes from non-metro cities, led by Gen Z users, who make up about two-thirds of Myntra’s creator base.
Fashion remains the largest category, accounting for about 45 percent of content views, followed by beauty, jewellery, and home décor.
Balasubramanian said the strategy is helping the company diversify across formats, categories, and audiences — moving Myntra from a platform known for static catalogues to one built around interactive, creator-driven storytelling.
“We’re seeing diversification in every sense — from who creates content to what categories users engage with,” he said. “It’s allowing us to showcase everything from beauty to luxury, not just fashion.”
Content commerce gains scale across Indian e-commerce
Myntra’s rising contribution from creator-led sales comes as content commerce becomes a bigger focus area for Indian e-commerce firms.
As Moneycontrol reported earlier, social-commerce platform Meesho recorded 14.5 million paying users in 2024 through its creator-led channels, with order volumes rising tenfold across fashion, home and beauty categories. While Meesho has not disclosed revenue share, its scale underscores how creator-driven discovery is becoming a meaningful part of the e-commerce funnel.
Together, the two companies highlight how India’s online retail platforms are experimenting with video-led discovery and affiliate ecosystems to build deeper engagement and new revenue streams.
What’s next for Myntra?
The company plans to expand its creator base to 10 million by 2026 and increase investment in content and affiliate-led discovery. While several brands are already partnering with creators, Balasubramanian said Myntra will focus on scaling reach and engagement before turning the ecosystem into a direct monetisation channel.
“We started by using this model to grow Myntra’s business before monetising it for brands,” he said. “We’re allowing the ecosystem to mature before turning it into a standalone revenue engine.”
All creator payouts are commission-linked to sales, ensuring scalability without fixed marketing spends.
Myntra’s growing reliance on content-led commerce reflects how large online retailers are expanding into newer, engagement-driven formats to strengthen user retention and diversify their revenue mix.
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