Myntra nears 200 million users as India’s fashion e-commerce expands

Myntra is set to reach nearly 200 million annual active users by the end of 2025, marking a major milestone since its launch in 2007. Owned by Flipkart, which is majority-owned by Walmart, Myntra’s growth is fueled by India’s rising demand for premium fashion, beauty, and lifestyle products, both in metro and non-metro cities. During the recent festive season, the platform recorded 80 million monthly active users, while repeat customer visits rose by 25 percent compared to last year, highlighting strong user engagement.

A significant part of this expansion comes from Generation Z, who now make up half of Myntra’s active users. Myntra’s Gen Z-focused vertical, FWD, offers over 500,000 styles and 8,000 new weekly launches, shaping trends for young India. In metro cities, Myntra has become part of daily browsing habits, while non-metro regions contributed 70 percent of all new customers in 2025, aided by faster delivery, easier access to fashion, and wider product choices.

Myntra is also seeing strong traction beyond fashion. The beauty segment is growing nearly twice as fast as the overall online beauty market, with Korean beauty products doubling in sales year-on-year. The home category rose by 70 percent, while jewellery recorded an 80 percent increase during the festive season, signaling Myntra’s evolution into a full lifestyle destination.

Technology continues to play a central role. Content-driven shopping, powered by creator videos and the Glamstream platform, now accounts for 10 percent of total revenue. The M-Now service, delivering products within 30 minutes in cities where it operates, contributes to 10 percent of orders, supported by more than 80 dark stores.

With India’s online shopper base estimated at 260 to 300 million, Myntra reaching 200 million annual active users means it is engaging nearly two-thirds of the country’s digital shoppers. This is a significant scale for a fashion-focused platform, although “active users” are defined as anyone who logs in or interacts with the platform at least once a year. Purchases are not necessary, so large sales events also contribute to these numbers.

Sales events like the End of Reason Sale and Big Fashion Festival have been key drivers of growth, bringing millions of new shoppers and strengthening Myntra’s reach across India. By combining trend-focused offerings, Generation Z engagement, non-metro growth, and technology-driven experiences, Myntra is positioning itself as more than a fashion marketplace. With fast delivery, expanding beauty and home categories, and engaging content experiences, the platform is shaping up as a comprehensive lifestyle destination for Indian shoppers.