Myntra to record 1.8X growth in traffic at ‘Big Fashion Festival’

30th September 2021, Mumbai:

E-commerce platform Myntra expects traffic at its upcoming Big Fashion Festival to increase 1.8X over the previous edition with around 5.5 million customers shopping during the festival. As per a Business Insider report, of the total traffic Myntra expects around 1.1 million first-time customers to shop on its platform during the festive period.

It expects 40 percent of the contribution to come from Tier II-III markets. There is a visible shift towards online fashion. Consumers in Tier II and III cities are also gaining experience and are comfortable with online shopping, says Amar Nagaram, CEO, Myntra.

Rising demand from smaller cities is leading to the platform pivoting its marketing and spending more on regional. It is not only on-boarding regional stars to reach these new consumers but also launching more regional content, regional selection as well as customer support.

Nagaram expects the platform to witness 15,000 orders per minute during the peak of the season and is ramping up its tech capabilities. Myntra has increased the number of brands on the platform by 40 percent over the previous edition and has also scaled up Kirana network by 30 percent, taking the store count to 25,000.

Over 70 percent of festive deliveries across the country are expected to be undertaken by Kirana network partners.

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