Fashion and lifestyle e-commerce platform Myntra recorded 390 million customers during its festive season sale, onboarding over 1.5 million new users,͏͏ with͏͏ more͏͏ than͏͏ 80͏͏ per͏͏ cent͏͏ coming͏͏ from͏͏ non-metro͏͏ areas.
Record͏͏ Surge͏͏ in͏͏ Active͏͏ Users:
The͏͏ platform͏͏ recorded͏͏ 70͏͏ million͏͏ monthly͏͏ active͏͏ users͏͏ (MAUs)͏͏ and͏͏ achieved͏͏ 100͏͏ per͏͏ cent͏͏ year-on-year͏͏ (YoY)͏͏ growth͏͏ in͏͏ orders͏͏ per͏͏ minute͏͏ during͏͏ peak͏͏ times.
Additionally,͏͏ FWD,͏͏ Myntra’s͏͏ dedicated͏͏ Gen-Z͏͏ fashion͏͏ destination,͏͏ recorded͏͏ 2.5X͏͏ growth͏͏ in͏͏ new͏͏ customers͏͏ compared͏͏ to͏͏ business͏͏ as͏͏ usual͏͏ (BAU).
Continue͏͏ Exploring:͏͏ Myntra’s͏͏ GenZ͏͏ customer͏͏ base͏͏ doubles͏͏ to͏͏ 16͏͏ Mn͏͏ in͏͏ 2024
High͏͏ Demand͏͏ in͏͏ Key͏͏ Categories:
The͏͏ categories͏͏ that͏͏ experienced͏͏ heightened͏͏ demand͏͏ included͏͏ women’s͏͏ ethnic͏͏ wear,͏͏ men’s͏͏ occasion͏͏ and͏͏ casual͏͏ wear,͏͏ and͏͏ sports͏͏ footwear.͏͏ Beauty͏͏ and͏͏ personal͏͏ care,͏͏ watches͏͏ and͏͏ wearables,͏͏ and͏͏ home͏͏ furnishings͏͏ saw͏͏ 1.5X͏͏ growth͏͏ in͏͏ demand͏͏ compared͏͏ to͏͏ the͏͏ previous͏͏ BFF.͏͏ More͏͏ than͏͏ 100͏͏ D2C͏͏ brands͏͏ under͏͏ Myntra͏͏ Rising͏͏ Stars͏͏ achieved͏͏ over͏͏ 100%͏͏ year-on-year͏͏ growth͏͏ during͏͏ this͏͏ year’s͏͏ BFF.͏͏ Meanwhile,͏͏ the͏͏ D2C͏͏ beauty͏͏ and͏͏ personal͏͏ care͏͏ segment,͏͏ which͏͏ launched͏͏ just͏͏ before͏͏ the͏͏ festive͏͏ season,͏͏ is͏͏ on͏͏ a͏͏ robust͏͏ growth͏͏ trajectory,͏͏ achieving͏͏ 110%͏͏ growth͏͏ over͏͏ business͏͏ as͏͏ usual͏͏ (BAU).
Credit͏͏ Card͏͏ and͏͏ EMI͏͏ Usage͏͏ Surge:
During͏͏ the͏͏ festive͏͏ season͏͏ sale,͏͏ the͏͏ platform͏͏ recorded͏͏ 9X͏͏ growth͏͏ in͏͏ credit͏͏ card͏͏ payments͏͏ compared͏͏ to͏͏ business͏͏ as͏͏ usual͏͏ (BAU),͏͏ while͏͏ its͏͏ co-branded͏͏ credit͏͏ card͏͏ with͏͏ Kotak͏͏ Mahindra͏͏ Bank͏͏ saw͏͏ an͏͏ 8X͏͏ increase͏͏ in͏͏ transactions͏͏ on͏͏ the͏͏ opening͏͏ day͏͏ compared͏͏ to͏͏ last͏͏ year.͏͏ The͏͏ Flipkart-owned͏͏ marketplace͏͏ also͏͏ noted͏͏ 4.5X͏͏ growth͏͏ in͏͏ its͏͏ EMI͏͏ instruments͏͏ over͏͏ regular͏͏ business.
Emerging͏͏ as͏͏ a͏͏ leading͏͏ Gen͏͏ Z͏͏ fashion͏͏ destination͏͏ in͏͏ the͏͏ country,͏͏ FWD͏͏ by͏͏ Myntra͏͏ recorded͏͏ double͏͏ the͏͏ demand͏͏ compared͏͏ to͏͏ business͏͏ as͏͏ usual͏͏ (BAU),͏͏ driven͏͏ by͏͏ men’s͏͏ Gen͏͏ Z͏͏ fashion,͏͏ which͏͏ achieved͏͏ approximately͏͏ 3.4X͏͏ growth͏͏ over͏͏ BAU.
Reflecting͏͏ on͏͏ the͏͏ success͏͏ of͏͏ the͏͏ event,͏͏ Neha͏͏ Wali,͏͏ Senior͏͏ Director͏͏ of͏͏ Revenue͏͏ and͏͏ Growth͏͏ at͏͏ Myntra,͏͏ stated,͏͏ “During͏͏ this͏͏ BFF,͏͏ shoppers͏͏ from͏͏ across͏͏ the͏͏ country͏͏ flocked͏͏ to͏͏ the͏͏ Myntra͏͏ platform͏͏ to͏͏ take͏͏ advantage͏͏ of͏͏ value-driven͏͏ offers͏͏ on͏͏ millions͏͏ of͏͏ products͏͏ in͏͏ fashion,͏͏ beauty,͏͏ and͏͏ lifestyle.͏͏ The͏͏ 3X͏͏ value͏͏ constructs͏͏ significantly͏͏ attracted͏͏ customers,͏͏ making͏͏ their͏͏ shopping͏͏ experience͏͏ even͏͏ more͏͏ rewarding.͏͏ We͏͏ anticipate͏͏ that͏͏ the͏͏ positive͏͏ shopping͏͏ sentiment͏͏ will͏͏ continue͏͏ in͏͏ the͏͏ coming͏͏ weeks.”
