E-retailer Myntra witnessed 1.3x growth in new customers and 2x surge in orders over business as usual during its End of Reason Sale (EORS).
Over 60 per cent of total orders came from Tier 2 cities, which included Guwahati, Bhubaneswar, Jammu, Panipat, Jalandhar, Gorakhpur, Hisar, Mysore, and Udaipur, emerging as high-traction hubs. Customers from these regions showed high demand for categories like ethnic wear, wedding collections, beauty essentials, and sportswear.
There was also a strong uptick in demand for international brands in these cities, with a 4x spike in customer demand, particularly for global beauty brands while other categories spiked by almost 3x on average.
FWD, Myntra’s Gen Z-focused proposition, charted a record 18x growth over BAU during EORS, showing strong shopping sentiment from Gen Z. The company reported that on Day 1 of the sale, 4 orders were placed on FWD every second.
M-Now, Myntra’s quick delivery service launched in Bengaluru last year, saw a 4x spike in orders on the first day of the sale. The platform also reported that more than half a million people purchased their VIP ticket which gave customers one-day early access to the event alongside special deals.
While categories like Men’s casual wear, Women’s western wear and sports apparel witnessed a strong 1.6x growth in demand on average. Wearables witnessed a 17x spike in customer demand, showcasing strong traction for the category.
With the ongoing travel season, trolley bags saw high traction with around 2x growth in demand. The Home furnishing category witnessed approximately 2x growth in demand during this EORS.
Even Myntra Luxe which houses luxury brands saw a 2.4x growth in demand during the event.
(With inputs from bl intern Nethra Sailesh)