Myntra social commerce hits 10% of revenue, powered by 3.5m shopper-creators

New Delhi: Myntra’s social commerce engine has emerged as a defining pillar of its growth story, with social-led shopping now contributing 10% of the platform’s total revenue. Powered by a thriving network of 350,000 monthly active creators and a rapidly expanding 3.5 million-strong “Ultimate Glam Clan,” Myntra is positioning itself as India’s largest content commerce platform where entertainment, inspiration, and shopping converge seamlessly.

Launched earlier this year, Glamstream has quickly become the centrepiece of Myntra’s social commerce narrative. The platform has already built a library of over 3,000 hours of original creator content, spanning live shopping, talk shows, gamified reality segments, and trend-led storytelling.

“We’ve built over 3,000 hours of content that we already have,” Sunder Balasubramanian, Chief Marketing Officer at Myntra, told BuzzInContent.com. “That’s something we continue to build on. And as I said, this is a bit of a journey; we’re still trying to figure out where it will eventually land. But at this point, across all three legs, we are growing.”

In just six months since launch, Glamstream has driven a 50% increase in social commerce contribution, underscoring Myntra’s rapid evolution toward community-led retailing.

Balasubramanian clarified that the company has not carved out a separate marketing fund for social commerce but instead scaled investments organically in line with its business impact.

“We see this as one part of our venture marketing investment itself,” he said. “We are right now at about 10% contribution to the business. So, you normally make choices of investment commensurate with what they drive in a business perspective. Along with that, investment share would also increase commensurately. I don't think I'm at liberty to share an actual number, but just the growth that's happened over the last year should tell you that this is an area where we are excited and where we're really investing.”

Balasubramanian explained how the brand’s content-commerce integration has redefined the online fashion experience.

“The way we see it is that it’s not just about driving inspiration, but also about enabling people to buy that inspiration. The whole connection between content and commerce happens best on our platform,” said Balasubramanian. “As you’re watching the content, whether it’s fashion or beauty, you can see all the looks displayed below. You can actually shop directly from what you’re watching, and to me, that’s the biggest difference.”

Unlike social platforms that primarily inspire trends, Myntra’s differentiator lies in enabling real-time purchases directly from content, an approach that blends storytelling with transaction.

“Social media platforms in the country have a much larger scale, so it’s never going to be one versus the other. Each will have its role. Social apps will continue to drive inspiration and trends, but from a content-to-commerce perspective, that journey happens most naturally on our platform because you can buy in real time,” Balasubramanian said.

This fusion of content and commerce is rooted in Myntra’s shopper-creator model, where existing customers evolve into brand storytellers.

“Everyone who's signed up for the UGC is also a shopper at Myntra. It's when you buy something that you kind of get to showcase that and put it out as content,” he said. “So they are people who understand the Myntra brand indirectly. So I think a lot of that seamlessly works through because these are shoppers who are creators.”

The result is a powerful flywheel of engagement. 20% of Myntra’s user base now interacts with social commerce, and these users show 25 to 28% higher conversion rates compared to the rest of the platform. 

Over three billion posts are currently live on Myntra’s platform, generated through its UGC and influencer ecosystem, complemented by an affiliate network of more than 160,000 off-app influencers who collectively deliver nine billion monthly impressions.

For creators, this has unlocked a new revenue stream, with earnings tied directly to performance and conversion rather than flat collaborations.

“At the end of the day, you look at the return on ad spend; ROAS or ROI becomes the way you measure it,” Balasubramanian explained in the BestMediaInfo conversation. “It was always difficult to measure when it was done the traditional way, just being an influencer for content or a post. With everything that’s happening today through the Influencer Affiliate or the UGC programme, all payouts happen based on sales. You post content, another user sees it, clicks on it, and buys it, you get a commission from that.”

This pay-for-performance model, he said, has enabled creator campaigns to scale without the constraints of traditional media budgets.

“So everything has now moved to that kind of model. And at scale, the beauty of it is that there’s no budget constraint, because everything comes on the back of a payout from the revenue that’s generated. So the scaling possibility here is immense.”

In a move that blends fashion, music, and creator culture, Myntra is hosting GlamStream Fest 2025, a large-scale on-ground event to celebrate its creator-led journey. The event will bring together 3,000 creators, over 5,000 customers, and more than 30 partner brands, including Ralph Lauren, TirTir, Skin1004, OPI, Armaf, Dermaco, Pixi, Bene Kleed, be!MYN, Belkin, and Fujifilm. The festival, opening its doors to consumers for the first time, will feature performances by Himesh Reshammiya, Shalmali Kholgade, Paradox, Pragati Nagpal, Maahi, and Arjun Tanwar.

Looking ahead, Myntra aims to triple its creator base and double social commerce’s contribution to platform revenue within the next 12 to 18 months. As India’s online fashion and lifestyle market is projected to reach 40 to 45 billion dollars by 2028, Myntra’s broader ambition is to scale the creator economy from 2.5 million to 10 million creators.

Balasubramanian summed up this vision in his closing remarks to BuzzInContent, saying, “We’re building an ecosystem where inspiration and commerce coexist seamlessly.”