Myntra opens platform for B2B purchases ahead of festive season

Bengaluru-based fashion, beauty, and lifestyle e-tailer Myntra has rolled out a new capability that will allow registered businesses to buy directly from its platform. The move, announced just ahead of the festive season, is aimed at small retailers and corporate buyers who can now access Myntra’s catalogue of over 40 lakh products across 10,000-plus brands.

B2B entry with GST benefits

The feature is open to GST-registered buyers, enabling them to claim input tax credit of up to 18%. GSTIN validation at checkout ensures that invoices are automatically generated in compliance with tax rules, addressing what Myntra sees as a long-standing gap in India’s wholesale ecosystem.

“With this new capability coming just in time for the festive season, we are extending unprecedented convenience to retailers and businesses, ensuring they can confidently source products with ease and speed,” said Bharath Kumar BS, senior director, Revenue & Growth, Myntra. “It strengthens the ecosystem by solving the critical challenge of transparency and credibility for our brand partners and supply reliability for our business shoppers, to be able to, in turn, serve their end user better.”

Unlike conventional wholesale channels that demand large minimum order volumes, Myntra will allow businesses to purchase even a single unit per style. The company said the aim is to simplify procurement for small businesses, while ensuring authenticity and consistency of supply. Buyers will also get the benefit of Myntra’s existing strengths in quality checks, customer support, and doorstep delivery.

Rollout in phases

The initiative is being launched in stages. In Phase 1, now live, businesses can enter their GSTIN at checkout to access tax benefits and GST-compliant invoices. Phase 2 will expand the offering with bulk-order handling features, including a mechanism for buyers to place requests for larger requirements that will be routed to brands listed on the platform. Dedicated customer support and further supply chain optimisation are also part of the next phase.

By extending its consumer-facing platform to businesses, Myntra is positioning itself not just as a retail marketplace but also as a sourcing partner for retailers and corporates, banking on the upcoming festive season to drive early adoption.