Myntra says creator-led commerce contributes 10% of its revenue; affiliate programme to scale next phase

Creator-led commerce now contributes 10% of revenue at Myntra, with the fashion e-commerce platform looking to double that contribution as it deepens its push into content-led shopping and affiliate-driven creator monetisation.

Sunder Balasubramanian, chief marketing officer at Myntra, said the company sees creator commerce moving far beyond a discovery or engagement tool.

The company has launched the Ultimate GlamClan Affiliate Programme, which allows creators and everyday shoppers on the platform to share their Myntra content across social media platforms and earn commissions on resulting sales.

“Social commerce now contributes 10% of our platform revenue. This encompasses influencers posting on our platform as well as people on social media talking about Myntra,” Balasubramanian said during a media briefing. “Driving 10% of revenue today is already a significant milestone, and we’re looking to double it.” There is no specific timeline mentioned as of now. 

The fashion and lifestyle platform said users who engage with influencer or video content on the app show a 10% higher conversion rate than users who do not. It is also seeing lower return rates when shoppers consume user-generated content before making purchases.

While Myntra had disclosed a similar 10% contribution from social commerce last year as well, the company said growth in its broader business has kept the ratio stable despite a rise in creators and content volumes.

“There’s a numerator and a denominator, and we’ve been growing both. There are stages to every programme, and 10% is where we’ve got it so far. The next stage is where the affiliate programme will press the pedal and take it to the next level,” Balasubramanian said.

From catalogue shopping to content commerce

Myntra’s push comes as social media increasingly influences shopping behaviour in India, particularly among Gen Z users. The company said more than 75% of Gen Z and millennials now use social media as their primary discovery tool, while over 80% rely on video content for awareness of trends and brands.

Balasubramanian said Myntra has spent the last 18 months building a creator ecosystem through three channels: Ultimate GlamClan for shoppers, KOL programmes for celebrities and large influencers, and Style Squad for creators promoting the platform.

The company now has more than 500,000 active creators posting content every month on the app. It has also crossed 6 million sign-ups for the GlamClan programme, with over 100,000 nano and micro-creators earning through the platform.

Nearly 70% of creators on Myntra come from Tier 2 and Tier 3 markets, while close to 80% are Gen Z users.

“Social media in India is continuing to grow. It’s getting stickier as it moves down language lines, stickier as it reaches Tier 2 and Tier 3 markets,” Balasubramanian said.

The new affiliate programme will allow creators to share Myntra posts on platforms such as Instagram and YouTube and earn commissions ranging between 8% and 12% depending on creator tiers.

The company said it eventually wants to help create India’s next million creators through the programme, while continuing to experiment with content formats including podcasts, interviews, reality-style content and micro dramas.