India’s leading fashion e-commerce platform, Myntra, has seen its Gen Z customer base double to 16 million users in 2024, marking a significant shift in the digital shopping space. This growth showcases how the younger generation is increasingly embracing online fashion, driven by style, personalization, and social media influence.

This youth segment, made up of individuals born between 1997 and 2012, now forms a powerful chunk of Myntra’s user base. The company reported a massive 2X growth in Gen Z engagement within just a year.

What’s Driving Gen Z to Myntra?

• Trendy Fashion Collections: Young shoppers prefer brands that align with pop culture, social trends, and influencers.
• Personalized Shopping Experience: Myntra’s AI-powered recommendations, visual search tools, and curated styles are resonating well with Gen Z.
• Social Media Integration: Features like Myntra Studio, live shopping, and influencer-driven campaigns attract younger buyers.
• Fast Delivery and Easy Returns: Quick logistics are a top priority for this impatient, convenience-seeking generation.

According to Myntra’s insights, Gen Z prefers self-expression through clothing, frequently seeking out streetwear, casual styles, K-pop inspired fashion, and sustainable brands. Additionally, the platform saw an uptick in mobile-first usage, with most Gen Z shoppers browsing and purchasing via the Myntra app.

The company has actively partnered with youth-centric brands and digital creators to maintain its appeal among the younger demographic. Some of the popular labels among Gen Z include H&M, Nike, Mango, Freakins, Urbanic, and Roadster.

Myntra’s youth-focused strategy also involves investing in tech-driven features like AR/VR trials, gamified shopping, and exclusive early access drops to stay ahead in this competitive space.

The sharp increase in young users reflects a broader trend where fashion and tech intersect to create a dynamic, experience-led shopping journey.