Walmart-owned Myntra has slashed its seller onboarding process from 15 days to two days using artificial intelligence. This shift is part of a strategy to improve operational efficiency and defend its market position in India's highly competitive fashion e-commerce space against rivals like Nykaa and Ajio.
Detailed Coverage
Myntra is accelerating its use of artificial intelligence to manage costs and improve service speed as it navigates a crowded Indian e-commerce market. The most notable change is the reduction in seller onboarding time, which has dropped to just one or two days from the previous 10 to 15-day window. For a platform that relies on a vast network of fashion retailers, this faster entry time helps the company scale its product listings more quickly.
Operational Improvements Through AI
Beyond onboarding, the Bengaluru-based company is deploying AI across several parts of its business to handle high transaction volumes. Myntra now uses automated tools to generate hundreds of product videos each day, which can help shoppers better visualize items before purchasing. The company also reports that AI-driven voice agents are now handling over 30% of customer support calls, which has reportedly led to higher customer satisfaction scores for those interactions. These technical changes are aimed at supporting the company's scale, which includes reaching nearly 75 million monthly active users.
Competition and Financial Context
The fashion e-commerce sector in India is experiencing intense competition. Myntra is currently competing with established players such as Reliance Retail’s Ajio, Nykaa, and Amazon India, alongside new rapid-delivery platforms that are expanding into fashion categories. While Myntra recorded revenue of ₹6,043 crore in FY25, it must balance these technology investments with the need to protect its profit margins in a price-sensitive market. The company’s move to expand into international markets like Singapore and Malaysia indicates a search for growth beyond the domestic landscape, but success in these regions will depend on its ability to replicate its supply chain efficiency abroad.
Investor Monitorables
For investors and industry observers, the primary factor to track will be whether these technology investments lead to a sustained increase in operational efficiency or if the cost of developing and maintaining these AI tools puts pressure on the company’s bottom line. Additionally, the effectiveness of AI-driven features like the virtual size-and-fit recommendation engine will be critical for reducing the high return rates often seen in online fashion retail. Future updates on how these tools influence customer retention and the company's ability to compete with aggressive discounts from rivals will remain important.