Myntra: Non-metros adding new e-commerce users faster than metros: Myntra CEO – Times of India

NEW DELHI: Non-metro cities are adding new e-commerce users at a faster rate than their metro counterparts, said Nandita Sinha, CEO at Myntra. “Metro is a big part of our business but a lot of new users are coming from the non-metros, not only in fashion but across categories. And even propositions which were supposedly traditionally metro driven like international brands are working in the non-metros as well.
About 40% of our business in international brands come from the non-metros,” Sinha told TOI in an interview. “Over a period of time, the consumption level of both metros and non-metros will start matching,” Sinha said.
Sinha who took over the reins of the fashion platform from the house of Walmart-owned Flipkart last year is prioritising the curation of a wider and differentiated choice of products to get more consumers to transact on the platform at a time when tricky inflation and depressed job market have eroded household incomes, impacting discretionary spending.
“There is overall a little bit of slowdown in consumption which everyone is seeing. If you look at e-commerce in general, I think our ability to help consumers discover new selection enable us to create more pockets of growth. For us, our focus would be building these pockets of growth, introducing new selection and experience for customers,” said Sinha while adding that the firm’s move to launch international brands across fashion and beauty have paid off.
“The strategy is to create such propositions and get consumers what they want even if the macro environment is a bit tepid,” said Sinha. The beauty segment on Myntra, Sinha claims is growing faster than the broader market while the time spent by consumers on the app has increased by three times over last year.
Myntra expects its upcoming end of reason sale (EORS) to boost consumption.
“Consumers are looking at this event to expand their wardrobe, shop for new brands and categories,” said Sinha. The company expects EORS to attract 15 million new visitors to the platform from non-metros alone.