In a bold strategic shift, Myntra Zero Commission has been introduced by Myntra, one of India’s largest online fashion marketplaces, to accelerate the growth of emerging direct-to-consumer (D2C) fashion, beauty, and lifestyle brands across the country. This Myntra Zero Commission initiative is part of the company’s Myntra Rising Stars (MRS) program, which aims to nurture homegrown brands and redefine India’s e-commerce fashion ecosystem.
1. Understanding the Zero-Commission Model
Myntra Zero Commission allows eligible brands to sell their products without paying any commission fees during the early stages of their growth. Traditionally, online marketplaces charge 15–25% commission on sales, which can strain the finances of startups and small brands. With Myntra Zero Commission, emerging brands can retain more revenue and invest it into marketing, product development, and customer acquisition.
Key Features of the Model
- No commission fees for eligible brands in the early growth phase.
- Access to millions of monthly active users on Myntra.
- Integration with logistics and fulfillment networks.
- Enhanced brand visibility through app placements, deals, and recommendations.
- Opportunities to scale beyond social media and standalone e-commerce stores.
This initiative is more than a fee waiver — it’s a strategic platform support system for early-stage brands.
2. Myntra Rising Stars Program
The zero-commission model is part of the Myntra Rising Stars (MRS) program, designed to support early-stage and innovative brands in fashion, beauty, and lifestyle categories.
Objectives of the Program
- Identify promising D2C brands with unique products.
- Provide marketplace integration and operational support.
- Offer consumer insights and data-driven growth recommendations.
- Boost visibility through strategic app placements.
- Reduce reliance on external marketing channels like social media.
Hundreds of brands have already joined the MRS ecosystem, contributing to a richer and more diverse catalog on Myntra and achieving rapid growth in national markets.
3. Importance of Commission for D2C Brands
Myntra Zero Commission addresses one of the biggest cost burdens for online sellers: commission fees. For D2C fashion brands with tight margins and high acquisition costs, paying a percentage of sales to marketplaces can limit the ability to:
- Invest in product development.
- Expand marketing and advertising.
- Optimize logistics and fulfillment costs.
By waiving commission fees, Myntra allows brands to redirect funds into growth-focused initiatives, which can significantly boost early-stage profitability.
4. Impact on Emerging Brands in India
India’s D2C fashion ecosystem has been growing steadily due to digital adoption, social commerce, and influencer marketing. However, many brands still face challenges in reaching customers beyond social media audiences. Programs like Myntra Zero Commission are helping emerging brands overcome these barriers by providing access to a large, engaged online customer base.
How Zero Commission Helps
- Lower cost of selling: Retain more revenue for growth.
- Access to a massive audience: Reach millions of users nationwide.
- Boost credibility: Being featured on a leading marketplace builds trust.
- Operational support: Leverage logistics and fulfillment networks.
This model enables small brands to scale faster and gain national recognition.
5. Boosting Brand Discoverability
Visibility is a major challenge for new D2C brands. Programs like Myntra Zero Commission help emerging labels gain exposure by offering:
- Personalized discovery: Recommendations based on user preferences.
- Featured placements: On home screens and category pages.
- Interactive marketing tools: Push notifications and personalized alerts.
- Promotions and deals integration: To attract deal-conscious shoppers.
These features help new brands not only reach consumers but convert exposure into actual sales, a key growth factor.
6. Pilot Success
Before full rollout, Myntra ran a pilot program with emerging brands during the festive season. Hundreds of new labels joined, experiencing significant growth and engagement within months.
Key Takeaways from the Pilot
- Brands scaled faster without commission fees.
- Customers responded positively to fresh products.
- Early-stage labels built stronger consumer relationships.
The success of this pilot provided the foundation for the nationwide zero-commission rollout.
7. Competitive Landscape Implications
Myntra’s move is not just a seller incentive; it’s a strategic positioning in India’s competitive e-commerce market.
Benefits for Myntra
- Positions the platform as the preferred marketplace for emerging D2C brands.
- Increases catalog depth with new and niche offerings.
- Attracts trend-driven shoppers seeking unique products.
- Strengthens support for Made-in-India brands.
This strategy helps Myntra maintain leadership in fashion e-commerce while capturing new market segments.
8. Benefits for Consumers
The zero-commission model benefits consumers in multiple ways:
• Greater Variety
Access to a wider range of brands and unique product designs.
• Competitive Pricing
With no commission fees factored into pricing, products can become more affordable.
• Discovery of Local Brands
Shoppers can explore innovative Indian brands previously limited to social media or niche marketplaces.
This approach makes Myntra a more inclusive and diverse fashion marketplace for consumers.
9. Challenges and Opportunities
While promising, the zero-commission model presents some challenges:
• Scalability
Brands need to utilize Myntra’s ecosystem effectively, including logistics and promotions.
• Long-Term Sustainability
As brands grow, commissions may eventually apply, requiring strategic pricing adjustments.
• Marketplace Competition
New brands will compete with both emerging and established labels on the platform.
Nonetheless, the opportunity for customer acquisition and brand loyalty building remains significant.
In a bold strategic shift, Myntra Zero Commission has been introduced by Myntra, one of India’s largest online fashion marketplaces, to accelerate the growth of emerging direct-to-consumer (D2C) fashion, beauty, and lifestyle brands across the country. This initiative is part of the company’s Myntra Rising Stars (MRS) program, which aims to nurture homegrown brands and redefine India’s e-commerce fashion ecosystem. For insights into the D2C fashion market in India, visit Forbes India or learn about e-commerce trends on Statista