Myntra Big Fashion Festival records a record 627 million user visits
Myntra said the Big Fashion Festival (BFF), which concluded recently, has been by far the e-commerce company’s biggest edition, with 627 million user visits – a significant growth from last year’s edition. In 2023, BFF closed with approximately 460 million user visits.
The event saw strong festive shopping sentiment across the country, which is expected to continue across fashion, beauty and lifestyle in the coming weeks. During this period, Myntra onboarded over 1.5 million new customers, of which over 80 percent were from non-metro companies. Moreover, FWD, Myntra’s dedicated Gen-Z fashion destination, witnessed a remarkable 2.5x growth over business as usual (BAU) in new customers joining the platform.
“These BFF, shoppers from across the country thronged the Myntra platform to avail its value-driven offers to purchase millions of products across fashion, beauty and lifestyle,” said Neha Wali, senior director, revenue and growth, Myntra. “We expect positive buying sentiment to continue in the coming weeks.”
In the run-up to the BFF, September witnessed increased shopping intent right from the start of the festive season in the country, starting with Rakhi. The platform saw Myntra’s Monthly Active Users (MAU) reach a record 70 million. For the BFF, the platform recorded a 100 percent growth in the number of orders per minute at peak times. During the festive season, Myntra offered more than 9,700 brands, an additional 3,700 compared to the previous edition.
The categories where demand increased included women’s ethnic wear, men’s occasion and casual wear, and sports footwear. Categories such as beauty and personal care, watches and wearables, and home furnishings saw one and a half times growth in demand during the past BFF. More than 100 direct-to-consumer (D2C) brands, part of Myntra Rising Stars, saw over 100 percent year-on-year (YoY) growth at this year’s BFF. Launched a few months ahead of the holiday season, the D2C beauty and personal care segment is on a strong growth trajectory, growing 110 percent versus BAU.
With credit card emerging as the most preferred payment option at the event, BFF witnessed a nine-fold growth in credit card payments over BAU.
This year’s BFF is powered by thousands of women across supply chain and contact center roles. Furthermore, people with disabilities are also part of the total workforce in the supply chain. By the end of the final day of BFF, Myntra’s last-mile delivery fleet, which includes Kirana partners, had already delivered 75 percent of orders, representing over 98 percent of usable PINs in the country.
First publication: October 10, 2024 | 5:17 PM IST