Online fashion retailer Myntra has significantly accelerated its push into creator-led commerce, with social commerce now accounting for 10% of its overall revenue, representing a 50% increase over the past four months. The company showcased the scale of this new engine at the first-ever Myntra GlamStream Fest, held on November 16 at Mumbai’s MMRDA Grounds, which drew over 10,000 attendees, including more than 3,000 creators, 5,000 consumers, and numerous global and Indian brands.

The festival, which blended fashion, beauty, music, and creator culture, reflected Myntra’s aggressive shift toward a participative, content-first shopping experience—one that is increasingly driven by Gen Z. “This year has been a defining one for Myntra,” said Sunder Balasubramanian, chief marketing officer, Myntra. “Our focus has been on bold marketing innovation and building IPs that speak directly to Gen Z—an audience that discovers and expresses themselves through culture. GlamStream has been at the heart of this shift, and GlamStream Fest became its most powerful expression.”

Balasubramanian emphasised that Myntra’s bet on creators is driven by a structural shift in how India shops. “We are seeing content-led discovery influence actual purchase at a scale that wasn’t imaginable five years ago,” he said. “Today, 10% of our revenue is directly attributable to GlamStream, and this will only grow.”

Myntra now works with 350,000 monthly active creators, spanning user-generated content (UGC) contributors, key opinion leaders (KOLs), and off-platform affiliate influencers. More than 3.5 million shoppers have signed up for its UGC programme, Ultimate Glam Clan, which allows users to upload styling videos or images and earn commissions when others shop from their content. “We’ve gone from a world where discovery and purchase happened on different platforms to one where the two are merging seamlessly on Myntra,” Balasubramanian said. “Our aim is to make every shopper a creator, too.”

Gen Z accounts for 66% of all UGC sign-ups, and Myntra said nearly one in five users now engages with social content on the platform. Content-driven shopping journeys convert 25–28% higher than traditional browsing behaviour. “This format has allowed us to democratise the creator ecosystem,” he added. “Earlier, only a few influencers were able to monetise their presence. Now, thousands of shoppers earn through engagement, discovery, and content-driven influence. It’s a powerful shift.”

He added that Myntra has “2X-ed its investments in social and content commerce this year,” with plans to grow the creator base threefold to 10 million creators over the next 18–24 months, while doubling social commerce’s contribution to platform revenue.

Categories such as apparel, personal care, jewellery, and footwear continue to dominate content-led shopping, while long-form content—upwards of 10–15 minutes—is emerging as a high-intent format. “Consumers want authenticity and storytelling, not just snappy edits,” he said, adding that India’s online fashion and lifestyle market projected to reach $40–45 billion by 2028.

“As fashion and beauty discovery becomes more immersive, content-led and creator-powered, GlamStream is shaping what the future of shopping will feel like,” he said.

The GlamStream Fest saw immersive installations and experiential brand zones from the likes of Pixi, The Derma Co., Theatre, SKIN1004, Round Lab, TirTir, and Ralph Lauren, among others.

Beyond creators, Myntra is also expanding Myntra Now (MNOW), its express delivery service operating currently in six cities, offering more than 10,000 fashion and beauty products delivered in as little as 50 minutes. “As convenience becomes non-negotiable for customers, we are scaling MNOW aggressively,” Balasubramanian said. “We’re seeing strong traction not only in beauty and essentials, but also high-fashion categories like new sneaker drops and partywear.”

Myntra GlamStream Fest

Myntra’s creator push drives social commerce to 10% of revenue