Myntra’s UGC crosses 1M shopper-creator registrations, records 4.5B post views

New Delhi: Myntra has announced that its Ultimate Glam Clan (UGC) programme has surpassed one million registered shopper-creators. The platform has recorded a 40% month-on-month increase in participation and reported 4.5 billion post views since the programme's inception.

The Ultimate Glam Clan integrates content creation with e-commerce, allowing Myntra users to share fashion and lifestyle content. The programme features more than one million static and video posts, and over 16% of Myntra’s monthly active users engage with the feature during their browsing experience. According to the company, 20% of creators contribute content regularly, and active participation has reportedly grown 100% month-on-month.

Sunder Balasubramanian, Chief Marketing Officer, Myntra, said: “At the heart of our strategy lies a strong commitment to authenticity, discovery through community voices, and long-term creator engagement. As the creator economy evolves, Myntra is focused on enabling everyday users to become credible and influential style advocates on the platform. At the same time, our Ultimate Glam Clan programme is empowering consumers to make more informed, confident purchase decisions by surfacing relatable, real-world content that complements traditional catalogue browsing. By investing in tools, visibility, and monetisation, Myntra is not only rewarding creators meaningfully for their contributions but also redefining how fashion is discovered and experienced by millions of shoppers.”

Myntra states that the conversion rate from orders placed through content-led browsing is 28% higher than non-content paths on the platform. Each UGC post includes a linked product tray, allowing users to browse and shop featured items.

The top post categories include apparel (67%), followed by beauty and personal care (14%), with accessories and footwear comprising the remainder. The company noted that the creator base is geographically diverse, with 67% of contributors from non-metro cities. Gen Z users account for 64% of sign-ups, and the platform allows creators to monetise their content, with earnings of up to Rs 25,000 per month.

Myntra’s internal systems distribute creator content across the customer journey, and creators are given access to performance metrics such as views, reach, engagement, and revenue. The company also plans to introduce enhanced content creation tools within the app, including video editing, music overlays, and improved upload features.