Myntra’s Festive Sale Sees Orders Nearly Double as Non-Metro Shoppers Drive Growth
What Happened
Myntra said its Big Fashion Festival (BFF) generated nearly double the order volume of regular business days, driven by strong festive demand across India. New customer additions from non-metro markets rose 74%, while visits increased 25% compared with the previous edition of the event. The company said demand was particularly strong for D2C brands, international labels and its Gen-Z-focused platform FWD, reflecting growing fashion e-commerce adoption beyond major metropolitan regions.
Key Takeaways
The data indicates that India's online fashion growth is increasingly being driven by consumers in Tier-2 and Tier-3 cities. Strong participation from non-metro shoppers suggests e-commerce platforms are finding new growth avenues beyond traditional urban markets.