Myntra is doubling its bets on creator-led shopping. This shift comes as fashion e-commerce starts moving from product discovery to social shopping, influence, and shoppable content.
The platform is now launching a unique affiliate shopping feature. This new feature will allow Myntra creators to monetize Myntra products through their content.
Affiliate shopping features are becoming popular as India sees rising traction among ordinary consumers and influencers. They are increasingly interested in monetizing through content and social commerce.
A Closer Look at Myntra’s Creator-led Shopping Strategy
With the launch of its latest affiliate shopping feature, Myntra is expanding its creator commerce strategy. Instead of relying solely on search and filter options as well as catalogs to discover products, Myntra is changing its approach. Now, the platform is increasingly focusing on turning product discovery into a much more social content-driven experience.
Myntra has been investing in building up its ecosystem of creators via various programs. One of the most notable examples is the Ultimate Glam Clan, which lets Myntra users create content based on Myntra products. Earlier reports suggested that over one million creator registrations were made by the time 2025 arrived. At the same time, Myntra CEO Nandita Sinha emphasized that video content will become an important part of the shopping journey of Gen Z fashion consumers.
Affiliate Commerce for Influencers
Affiliate commerce is becoming increasingly important for creators since the former offers an additional way of monetizing creator content. Instead of depending only on brand sponsorship, influencers can generate additional income through affiliate links. Consumers can use these links to purchase products or shop on affiliate websites.
In the case of Myntra, creating a system for affiliate commerce is beneficial since it turns creators into a kind of performance marketing channel for the company. From the point of view of an influencer, affiliates provide additional opportunities to monetize fashion content. This is especially true for micro and nano influencers who do not receive any large-scale sponsorships from brands yet.
This is even more important as fashion discovery increasingly starts taking place on social media platforms like Instagram, YouTube, Snapchat, and TikTok. According to some estimates, Myntra has developed an affiliate influencer ecosystem that reaches more than 160,000 influencers. Moreover, their monthly engagement is measured in billions of views.
How Influencer Commerce is Transforming E-commerce Platforms
Creator-led commerce has turned into a revenue engine for Myntra. Recent coverage noted that about 10% of revenues Myntra generates is now derived from creator-led sales. In other words, Myntra has found a new and increasingly influential channel of generating sales via content.
The case of Myntra suggests that creator commerce is gradually transforming into a reliable channel. This channel helps large e-commerce players drive revenue through creators. In other words, shoppable videos, affiliate links, and user-generated reviews are becoming a new engine for sales.
The Rise of Gen Z Consumers
Young consumers who make up the largest cohort of Internet users are driving many shifts in commerce strategies employed by brands. In particular, Gen Z shoppers tend to discover products first through social content before using product search on shopping websites. Furthermore, young consumers are less likely to trust traditional marketing campaigns while being influenced by creators, real shoppers, and user reviews.
According to Myntra’s CEO, those users who are involved in watching or interacting with creator content are converting better than others. In addition, a significant share of Myntra’s creators belong to Gen Z.
Implications for Content Creators
Myntra’s affiliate commerce feature might present another monetization channel for creators, particularly fashion, beauty, and lifestyle creators. For influencers, this news means that social shopping, affiliate commerce, and creation of shoppable videos will be the focus of their activity in the future.
Conclusion: Affiliate Commerce Gains Importance for Influencers
Myntra’s latest affiliate push might be interpreted as another example of a growing connection between social media and e-commerce. As creator commerce becomes increasingly prominent, platforms start introducing various technologies that help merge content, influence, and purchasing experiences.
For influencers and creators, the rise of affiliate commerce will be essential.