Creators are changing fashion shopping. Myntra is going all in

Myntra, a Flipkart-owned fashion platform, is enhancing product discovery through video content and aims to outpace the growth of India's social-commerce market. The platform started selling through creators in December 2024 and expects this part of its business to grow faster than India's social-commerce market over the next two years.

This development matters for social commerce as it highlights the increasing importance of creators and video content in driving sales and growth in the fashion industry. By leveraging creators and video content, Myntra is positioning itself for success in India's rapidly growing social-commerce market.