Myntra's Creator Power: Social Sales Fuel 10% Revenue, Set to Double Again!

Consumer Products

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Updated on 12 Nov 2025, 02:59 pm

Social commerce is emerging as a critical growth driver for e-commerce platforms like Myntra, transforming influencer-led discovery and community engagement into direct sales.

Myntra, owned by Walmart, reports that 10% of its total revenue is currently generated through creator and content-led sales. This share has doubled from the previous year and the company plans to double it again by 2026. This strategy is anchored by their shoppable video platform, Glamstream, which hosts thousands of interactive shows featuring influencers and celebrities, and a rapidly expanding creator ecosystem.

Myntra boasts one of India's largest creator networks, comprising 3.5 million shopper-creators and about 350,000 monthly active creators. Additionally, 160,000 external influencers generate over 9 billion monthly impressions for Myntra-linked videos. Engagement is predominantly driven by Gen Z users from non-metro cities, accounting for two-thirds of the creator base and three-fourths of all content engagement.

Fashion constitutes about 45% of content views, followed by beauty, jewellery, and home décor. This content-led approach is revolutionizing Myntra's engagement model, effectively converting discovery into commerce and diversifying its revenue streams beyond traditional catalogue-based shopping.

Impact This trend significantly impacts the Indian e-commerce landscape, indicating a shift towards influencer-driven sales and community engagement as primary growth engines. The success of such strategies can influence competitors and investment in creator economies. Rating: 7/10