Archive · 12 Nov 2025
Myntra's Festive Surge Driven by Social Commerce, Creator Sales Hit 10%
Imagine shopping online, but instead of just looking at pictures, you watch fun videos made by your favorite influencers.
That's social commerce!
Myntra, a big online clothing store, is seeing a lot of success with this.
Right now, one out of every ten dollars Myntra makes comes from people buying things they saw in these videos or from recommendations by creators.
This is double what it was last year!
They have a special video platform called Glamstream and tons of creators sharing content.
Many of these creators and shoppers are from smaller cities, especially young people.
This new way of selling helps Myntra make more sales during busy shopping times like the festive season.
They plan to make even more money this way in the future.
Social commerce is driving a significant surge in e-commerce sales during the festive season.
Myntra reports that 10% of its revenue is now generated through creator and content-led sales.
This creator-driven revenue share has doubled in the past year and Myntra aims to double it again by 2026.
Myntra's content commerce strategy includes its shoppable video platform, Glamstream, and a large creator ecosystem.
Content engagement is high in non-metro cities, with Gen Z making up a majority of the creator base, primarily engaging with fashion content.
- Who
- Myntra (Walmart-owned fashion marketplace)
- What
- Experiencing a surge in festive e-commerce driven by social commerce, with 10% of revenue coming from creator-led sales.
- When
- Current festive season (Published November 12, 2025), with continued growth expected.
- Where
- India
- Why
- Social commerce, through influencer-led discovery, community engagement, and trust, is effectively converting engagement into sales and diversifying the traditional catalogue-led model.
Traditional E-commerce
Social Commerce
Sales Driver
Traditional E-commerce
Primarily relies on catalogue-based browsing and direct purchasing.
Social Commerce
Leverages influencer-led discovery, community engagement, and trust to drive sales.
Customer Engagement
Traditional E-commerce
Focuses on product features and price comparisons.
Social Commerce
Emphasizes interactive content, relatable creators, and peer recommendations.
Revenue Generation
Traditional E-commerce
Standard conversion funnel.
Social Commerce
Integrates discovery and entertainment into the shopping experience, leading to measurable sales from engagement.
- Creator-led Revenue Share
- 10% of Myntra's total revenue
- Year-over-Year Growth
- Doubled from previous year
- Future Target
- Double revenue share by 2026
- Glamstream Content
- Over 3,000 hours of shows and videos
- Shopper-Creators
- 3.5 million
- Monthly Active Creators
- 350,000
- External Influencers
- 160,000
- Monthly Impressions
- Over 9 billion