Myntra has reduced its seller onboarding time from 15 days to under two days by expanding its artificial intelligence tools. This move aims to improve operational efficiency and scale the platform's seller base faster. The company also introduced AI-driven features for size recommendations and automated customer support.
Myntra, the fashion e-commerce arm of the Flipkart Group, has announced a significant update to its operational processes by scaling up the use of artificial intelligence. The most notable change is the reduction in the time required for new sellers to join the platform, which has dropped from a previous range of 10 to 15 days to under two days. This process is now supported by the platform's Seller Growth Hub, which allows for initial registration in minutes.
Operational Improvements and Scaling
The company is using AI to handle repetitive and time-consuming tasks to improve overall platform efficiency. Beyond seller onboarding, Myntra has upgraded its cataloguing system, which now processes product information in four hours, down from one full day. The platform is also generating between 400 and 600 dynamic product videos daily to keep content fresh. Furthermore, the company reported that its supply chain network simulations, which previously required two days to complete, are now finalized in approximately one hour.
Customer-Facing AI Features
To address common challenges in online fashion shopping, such as returns due to incorrect sizing, Myntra has deployed an AI-powered 'Size and Fit Intelligence' tool. The company stated that this feature now covers roughly 85 percent of eligible apparel on its platform. Additionally, the search function has been enhanced, with 90 percent of monthly active users now receiving personalized results. For customer support, the company uses an automated tool called 'Meera,' which currently handles over 30 percent of standard user inquiries without manual intervention.
Strategic and Operational Context
Myntra’s strategy to integrate AI deeply into its operations is designed to manage high volumes of data and interactions more effectively. The company also employs internal tools like 'BIRA' for data queries and 'Saarthi' for partner communications to automate routine workflows. While these technologies aim to increase speed and reduce costs, the company noted that all AI tools operate with human oversight and established data privacy governance. As Myntra competes in a crowded Indian e-commerce market against rivals like Reliance Retail's Ajio and various quick-commerce players, the focus remains on whether these technological efficiency gains will translate into better margins and faster inventory turnover. Investors and analysts may track whether these automation efforts help the company maintain its competitive position in the fashion segment while managing the costs associated with scaling its infrastructure.