Myntra Hits Record 60 Million Weekly Users, Leads E-commerce Surge: CLSA

India’s e-commerce sector is witnessing shifting user trends, with Myntra emerging as a standout performer after reaching an all-time high in weekly active users, according to a report by CLSA.

Myntra Leads E-commerce Growth with Record User Surge

Strong Weekly Growth Pushes Myntra to New Highs

Myntra has achieved a significant milestone by recording approximately 60 million weekly active users (WAU) in the week beginning May 25. This marks the highest level of user engagement the platform has ever seen in a single week.

The surge came after Myntra added around 8.4 million users on a week-on-week basis, making it the top performer among major digital platforms during the period. This growth reflects increasing consumer interest in online fashion and lifestyle shopping, particularly as digital adoption continues to expand across India.

CLSA Highlights Diverging Trends Across Digital Platforms

According to a report released by brokerage firm CLSA, India’s consumer internet sector is currently experiencing mixed trends. While e-commerce platforms are seeing strong gains, other segments such as quick-commerce and certain beauty platforms are showing signs of slowdown.

The report emphasizes that Myntra’s performance stands out in contrast to the broader market, where user engagement levels varied significantly across platforms.

Beauty Retail Segment Shows Mixed Performance

Within the beauty and personal care segment, user activity has been relatively uneven. Nykaa experienced a second consecutive week of decline in weekly active users, losing approximately 0.9 million users.

In comparison, platforms like Purplle and Tira Beauty maintained relatively stable user bases during the same period. However, on a quarter-to-date basis, Nykaa continues to lag behind its competitors, indicating challenges in sustaining user engagement.

E-commerce Giants Continue to Compete for User Attention

The broader e-commerce space remains highly competitive, with multiple platforms vying for user growth and engagement. Meesho recorded the highest number of downloads during the quarter, highlighting its popularity among new users.

However, in terms of weekly active user growth, Flipkart and Amazon outperformed, adding approximately 4.3 million and 2.6 million users respectively. Despite these gains, Myntra’s addition of 8.4 million users stands out as the most significant increase, reinforcing its strong position in the market.

Engagement Trends Reflect Shifting Consumer Preferences

The data suggests a noticeable shift in consumer engagement patterns. After a period where quick-commerce platforms gained significant traction, users appear to be returning to traditional e-commerce platforms for their shopping needs.

This shift could be driven by a variety of factors, including better product variety, competitive pricing, and improved user experiences offered by e-commerce marketplaces.

Quick-Commerce Segment Sees Stabilisation

In contrast to e-commerce’s upward trend, the quick-commerce segment has shown signs of stabilisation. Blinkit, which recently experienced a surge in user activity due to a viral marketing campaign, saw its weekly active users decline by approximately 2.6 million to around 52 million.

Other players in the segment reported relatively stable engagement levels, indicating that the rapid growth phase may be leveling off.

Food Delivery Platforms Show Signs of Recovery

Food delivery services, on the other hand, are witnessing a gradual recovery in user engagement. Domino’s Pizza recorded an increase of 1.7 million users week-on-week, while Zomato added around 1.2 million users.

Swiggy Instamart, however, remained largely unchanged during the period. These trends suggest that food delivery platforms are regaining traction after a period of fluctuating demand.

Flipkart Strengthens Market Leadership

Recent analysis by ICICI Securities has identified Flipkart as the leading e-commerce platform in India in terms of gross merchandise value (GMV), with an estimated market share of 50–60 percent.

The platform has continued to strengthen its position by adding 8.5 million weekly active users, bringing its year-to-date increase to 26.8 million users. This represents the strongest growth among major e-commerce players.

Focus Shifts to User Engagement and Retention

Flipkart’s growth strategy appears to be evolving beyond acquiring new users. With an estimated 220–240 million monthly active users, the platform is increasingly focusing on enhancing engagement within its existing user base.

This includes strategies such as cross-category promotions, personalised recommendations, and upselling, all aimed at increasing user retention and overall transaction value.

India’s Expanding Digital Ecosystem

India’s e-commerce growth is being supported by a rapidly expanding internet user base, which currently stands at around 850 million users. This provides a vast opportunity for digital platforms to scale their operations and reach new audiences.

As internet penetration continues to rise, especially in smaller cities and rural areas, e-commerce platforms are likely to see sustained growth in user engagement.

Weekly Metrics vs Long-Term Performance

While weekly active user trends provide valuable insights into user engagement, analysts caution that these metrics do not always directly translate into revenue or order volumes.

Short-term fluctuations can be influenced by marketing campaigns, seasonal trends, and other factors. Therefore, long-term performance indicators such as revenue growth and customer retention remain critical for evaluating platform success.

Conclusion: Myntra Emerges as a Key Growth Driver

Myntra’s record-breaking performance highlights the growing strength of India’s e-commerce sector. Its ability to attract and retain users in a competitive market underscores the importance of innovation, user experience, and targeted marketing.

As digital consumption patterns continue to evolve, platforms that can adapt to changing consumer preferences are likely to maintain a competitive edge. Myntra’s recent success positions it as a key player in shaping the future of online retail in India.