At a recent industry roundtable, Sundar Balasubramanian, Chief Marketing Officer of Myntra, shared insights into how social commerce is reshaping fashion discovery in India. According to him, over 20% of Myntra’s 75 million monthly users actively engage with social commerce, highlighting a major shift from traditional shopping to community-led, content-driven experiences.

“Social commerce isn’t just a trend—it’s become the backbone of how India discovers fashion,” Balasubramanian said. “It now contributes over 10% of Myntra’s revenue and is driving higher engagement and conversions than ever before.”

From Catalogues to Content-Commerce

Over the years, Myntra has transformed from a catalogue-based marketplace into one of India’s largest content-commerce platforms, blending entertainment, community, and shopping into a seamless journey. Today, more than 350,000 creators are active monthly on the platform, and interactions with creator-made content deliver 25–28% higher conversions compared to conventional shopping paths.

“Shoppers no longer browse just for products—they shop from content,” Balasubramanian explained. “Seeing a beauty trend or fashion style unfold in a video and being able to purchase it in real-time is the new frontier of digital commerce.”

The Rise of ‘Everyone as a Creator’

Tracing India’s creator ecosystem, Balasubramanian noted its evolution: from “meta-influencers” with millions of followers introducing global trends, to micro-creators making trends relatable, to today’s ‘everyone as a creator’ phase. Through initiatives like the Ultimate Glam Clan, Myntra has empowered 3.5 million shopper-creators, two-thirds of whom are Gen Z. “We achieved our 2025 goal of one million creators in the first quarter alone. Today, the number has already reached 3.5 million,” he said.

The impact is clear: authentic, relatable content drives purchases, democratizing inspiration and allowing every user to influence their community.

Commerce Meets Culture

Myntra’s creator ecosystem extends beyond user-generated content to celebrity-led shows and an affiliate network of 160,000 influencers, generating 9 billion monthly impressions. “Nearly 10% of platform traffic is influenced by external creators. Today, content isn’t just storytelling—it’s driving business,” Balasubramanian noted.

Content formats are also diversifying. Long-form storytelling, talk shows, and reality-style formats are outperforming short edits, with 15-minute formats hitting the sweet spot for attention and conversion. Notably, much of the growth comes from non-metro audiences, with localized creators translating trends for their communities.

GlamStream: Where Discovery Meets Purchase

At the heart of Myntra’s social commerce push is GlamStream, the in-app entertainment and live-shopping vertical, which now hosts over 3,000 hours of content. “You can watch a creator or celebrity show and purchase what they’re wearing in real time,” Balasubramanian said.

This momentum will culminate in the Myntra GlamStream Fest 2025, bringing together 3,000 creators, 5,000+ customers, and 30+ partner brands, including Ralph Lauren, OPI, and Korean beauty labels. The festival will also feature live performances by Himesh Reshammiya, Shalmali Kholgade, Paradox, and others, making it a celebration of fashion, culture, and commerce.

The Road Ahead

Myntra’s ambition is to triple its creator base and double social commerce revenue in the next 12–18 months. “We want to enable 10 million lifestyle e-commerce creators in India,” Balasubramanian said. “The goal is not just numbers—it’s building an inclusive, culturally connected ecosystem where every shopper becomes a creator.”

He emphasized that authenticity remains key. “Creators know their audience best, and that connection is what keeps the ecosystem genuine,” he said.

As Myntra continues to blur the lines between content, culture, and commerce, the vision is clear: a future where discovery, inspiration, and purchase coexist seamlessly. As Balasubramanian put it, “We’re not just selling fashion anymore. We’re building a community where stories sell style.”