Nearly 51% of Day One customers who made their first purchase on Myntra were from tier 2/3 cities
Myntra’s flagship EORS-16 (End of Reason Sale) witnessed over 70 percent growth in traffic over business as usual (BAU) on Day One. This was the 16th edition of Myntra – India’s leading fashion, beauty, and lifestyle destinations. On Day One, 2.6 million items were shipped within the first 24 hours of the event.
India shopped a record-breaking 50 lakh products in the first 24 hours of Myntra’s EORS sale that is being held from June 11-16.
As a part of its omnichannel integration, the platform is enabling over 300 brands across more than 3,800 stores to offer customers a seamless shopping experience.
Nearly 51 percent of the Day One customer who made their first purchase on Myntra were from tier 2/3 cities, further consolidating Myntra’s hold beyond metros and big cities.
On Day One, Delhi shopped the most among metros, with Bengaluru, Mumbai, and Hyderabad being some of the other leading metros driving demand. Among the top non-metro cities that shopped during this period were Jaipur, Lucknow, Patna, Indore, Surat, Vizag, and Ludhiana. Top tier-3 cities included Dehradun and Aizawl, while the emerging tier-3 cities included Dimapur (Nagaland), Tiruvallur (Tamil Nadu), Roopnagar (Punjab), and Jabalpur (MP).
“The upwardly-mobile fashion-forward consumers have once again welcomed EORS with a hearty opening, purchasing 50 lakh products within the first 24 hours to cater to their fashion and beauty needs,” said Nandita Sinha, CEO, Myntra.
“It’s also very encouraging to see women forming 60 percent of the shopper base and some of the tier-3 towns emerging as high traction customer hubs on day 1 of this edition. As the event unfolds itself in the next few days, we are excited to serve millions of customers with our tech-pivoted delightful shopping experience,” Sinha added.
The traffic on the platform built-up to a record of 8 million during the Early Access period of the six-day fashion extravaganza. About 1.2 lakh products were ordered during the first 10 minutes as customers rushed to make the most of the midnight opening
Myntra’s country-wide network of 21,000 Kirana store partners (MENSA network) is catering to over 19,000 pin codes and will be fulfilling 85 percent of the deliveries and providing crucial support to the last mile delivery process during the event.
Myntra said it has created about 27,500 third-party employment opportunities through its partners to cater to the expected surge in demand.
[With Inputs from IANS]
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