Fashion e-commerce major Myntra is doubling down on India’s Gen Z shoppers—a cohort that's rapidly reshaping how fashion is consumed online. With the Gen Z population poised to grow from 100 million online fashion shoppers today to 250 million over the next four years, the Walmart-owned platform is reimagining its playbook to cater to this digitally native, trend-driven audience.

“This is India’s largest consumer segment today,” said Nandita Sinha, CEO of Myntra. “Gen Z shoppers are very different from their millennial counterparts. They are highly trend-focused, not influenced by celebrities but by creators—people who look like them, who are more authentic and trustworthy.

”The shift is not just about what Gen Z is buying but how they are buying. Sinha sats that these shoppers are “content-first”—they prefer immersive formats like video reviews, try-ons, and influencer-led catalogues over static product images.

“They are not passive consumers. They want to engage with the product experience much before they hit buy,” she added.

While the number of creators varies across sources, industry estimates suggest that 2.5 million creators are influencing over $300 billion in annual consumer spending in India. This figure is expected to grow to more than $1 trillion in the next few years, making India one of the fastest-growing creator economies globally.

To tap into this behavioural shift, Myntra has launched Ultimate Glam Clan, a user-generated content (UGC) programme aimed at turning shoppers into creators. The programme allows users to create content that’s directly discoverable throughout the Myntra app—whether on search results, product pages, or recommendations. “It’s India’s first shopper-creator programme where creators don’t need millions of followers to monetise their content,” said Sinha.

Close to 16% of Myntra’s monthly active users are already engaging with content, and users who interact with this content show 28% higher conversion rates. On the creator side, Myntra has over 1 million registered users on the UGC platform, with the active creator base growing 100% month-on-month last month alone. These creators have collectively generated over 1 million posts and 4.5 billion views, with some earning up to ₹2 lakh in just nine months.

Moreover, the creator economy is no longer a metro-centric phenomenon. Nearly 67% of Myntra’s creators come from non-metro cities, and among Gen Z creators, that figure jumps to 69%. “Tier 2 and 3 towns are equally, if not more, driven by the creator economy. The relatability of content—local language, hyperlocal trends—is fuelling this growth,” she said.

Myntra’s Gen Z focus extends beyond content. The company is investing heavily in MNOW, its quick commerce initiative for fashion and beauty. Initially piloted in Bengaluru, MNOW has since expanded to Delhi and Mumbai, with plans to scale further. In the last quarter alone, MNOW has nearly doubled in terms of orders per day, with fashion categories growing faster than others. Sinha describes MNOW as a key growth driver, alongside Myntra FWD, a dedicated platform for Gen Z fashion that promises faster trend adoption and curated styles not commonly available elsewhere.

In beauty—a category where Myntra claims to be growing at twice the pace of the market while its international beauty portfolio is expanding nearly three times faster than the market—the Gen Z influence is even more pronounced. “These consumers are skipping steps in their beauty evolution. They are already adopting ingredient-based skincare and complex makeup routines. Haircare in new formats is also exploding,” Sinha observed.

Despite India’s fashion and lifestyle market being worth $120 billion, only 13-14% is currently consumed online, leaving massive headroom for digital growth. “Our playbook is about staying ahead of consumer evolution. Whether it’s content to commerce, hyper-personalisation, or quick commerce for fashion, we are building capabilities for where the customer is headed—not where they are today,” said Sinha.

With a confluence of rising creator culture, rapidly digitising consumers in smaller towns, and a Gen Z cohort that shops for trends as much as identity, Myntra is placing its biggest bet yet on the future of fashion e-commerce—and that future is young, digital, and content-driven.