Myntra and Flipkart are facing intensifying competition in India’s online fashion market as shoppers increasingly distribute their purchases across multiple e-commerce platforms. Their combined share of festive fashion orders declined from 89% in 2025 to 76.8% in 2026, according to Fynd’s Festive Season Report 2026. The shift highlights the growing influence of competitors such as Reliance Retail’s AJIO, Amazon and JioMart.
The report analysed shopping transactions from more than 65 brands across eight online marketplaces during September and October 2026. Myntra retained its leading position with 40.4% of festive orders, while Flipkart accounted for 36.4%. However, AJIO increased its share to 7.3%, Amazon captured 5.5% and JioMart recorded 3.8%. The findings suggest that India’s online fashion market is becoming more fragmented as consumers prioritise affordability, discounts and product selection.
Myntra and Flipkart Lose Combined Market Share
Myntra and Flipkart continue to dominate the festive fashion marketplace, but their combined share has declined significantly.
In 2025, the two platforms accounted for 89% of festive fashion orders covered by the Fynd report. In 2026, their combined share dropped to 76.8%, representing a decline of 12.2 percentage points.
Myntra maintained its position as the largest platform, accounting for 40.4% of orders. Flipkart followed with 36.4%.
The changing distribution indicates that shoppers are increasingly willing to explore alternative platforms rather than purchasing most of their fashion products through the two leading marketplaces.
| Marketplace | Share of festive orders in 2026 |
|---|---|
| Myntra | 40.4% |
| Flipkart | 36.4% |
| AJIO | 7.3% |
| Amazon | 5.5% |
| JioMart | 3.8% |
| Nykaa | 2.9% |
| Tata CLiQ | 2.3% |
| Tata CLiQ Luxury | 1.1% |
These figures represent the distribution of orders in Fynd’s analysed sample, not independently verified market-wide shares of India’s entire fashion e-commerce industry.
AJIO Emerges as a Major Gainer
Reliance Retail’s AJIO recorded one of the most notable improvements during the 2026 festive shopping period.
The platform accounted for 7.3% of festive fashion orders, gaining 4.3 percentage points compared with the previous year.
AJIO has been competing through a combination of fashion-focused product selection, brand partnerships, promotional campaigns and digital shopping experiences.
Its growing share suggests that specialised fashion marketplaces can attract consumers even in a market dominated by established platforms.
The improvement also comes as Reliance Retail continues to strengthen its digital commerce operations and connect online shopping with its wider retail ecosystem.
For AJIO, the opportunity lies in attracting customers looking for a wider selection of fashion brands, competitive prices and exclusive merchandise.
Amazon and JioMart Also Gain Ground
Amazon accounted for 5.5% of festive fashion orders, while JioMart captured 3.8%.
Amazon benefits from its large customer base, broad product assortment and established delivery infrastructure. Its marketplace allows consumers to purchase fashion alongside electronics, household products and other categories.
JioMart’s participation highlights Reliance Retail’s wider ambition to expand its digital commerce presence.
The platform’s growing role in fashion also reflects the increasing overlap between general merchandise marketplaces and category-focused shopping platforms.
Nykaa recorded 2.9% of festive orders, while Tata CLiQ and Tata CLiQ Luxury accounted for 2.3% and 1.1%, respectively.
Although these platforms have smaller shares in the report, their participation demonstrates that India’s online fashion market includes several competitors targeting different customer segments.
Indian Shoppers Are Becoming More Price-Conscious
One of the biggest factors influencing marketplace competition is changing consumer behaviour.
Fynd’s report found that 50.1% of festive fashion orders during September and October 2026 were priced below ₹1,000.
At the same time, purchases above ₹3,000 represented only 11.8% of total orders but contributed more than 41% of overall sales value.
This indicates that shoppers are balancing affordable everyday purchases with selective spending on premium products.
The findings suggest that consumers are becoming more deliberate about their purchases, comparing prices and looking for products that offer better value.
Average festive discounts increased to 46% in 2026, compared with 34% in the previous year. Nearly half of all orders were placed at discounts exceeding 50%.
| Consumer spending indicator | 2026 finding |
|---|---|
| Orders below ₹1,000 | 50.1% |
| Orders above ₹3,000 | 11.8% |
| Sales value from orders above ₹3,000 | More than 41% |
| Average festive discount | 46% |
| Average discount in 2025 | 34% |
The growing importance of discounts could encourage shoppers to switch between platforms depending on product availability, promotional offers and delivery convenience.
Footwear Overtakes Clothing in Online Fashion Orders
The report also identified a major shift in product preferences.
Footwear emerged as the largest category by order volume, accounting for 52.7% of festive fashion orders and 58.4% of total sales value.
In comparison, clothing represented 34.5% of orders, down from 48% in 2025.
This change suggests that consumers increasingly prioritised products with everyday utility during the festive shopping period.
Category preferences also varied across marketplaces.
On Flipkart, footwear accounted for 67% of orders, while the category represented 74% of Nykaa’s orders. AJIO’s order mix was led by clothing, which contributed 45%. JioMart recorded an especially high concentration in clothing, at 88%.
These differences demonstrate why marketplaces cannot rely on a single strategy to compete across every fashion category.
Tier 2 Cities Become Important Growth Markets
Another important finding was the growing contribution of smaller Indian cities to online fashion demand.
Tier 2 cities accounted for approximately 35% of festive orders in 2026, compared with 19% in 2025.
This represents a substantial increase in their contribution to online fashion purchases.
Tier 1 cities continued to account for approximately 43% of orders but generated 56% of gross merchandise value (GMV), indicating higher average spending in larger urban markets.
Eastern India also emerged as an important consumption region, accounting for 20.8% of festive orders. West Bengal became the country’s second-largest ordering state.
The expansion beyond major metropolitan areas creates opportunities for platforms that can improve delivery coverage, regional product selection and affordability.
For marketplaces, attracting customers in smaller cities could become an important source of future growth.
What the Changing Market Means for Myntra and Flipkart
The decline in combined order share does not mean Myntra and Flipkart have lost their leadership positions.
Together, they still accounted for more than three-quarters of festive fashion orders in the Fynd report.
However, the growing presence of competing platforms could make customer acquisition and retention more expensive.
To defend their positions, Myntra and Flipkart may need to focus on stronger brand partnerships, personalised product recommendations, exclusive collections and improved customer experiences.
Discounting will also remain important, but relying heavily on promotions can affect profitability.
The challenge is to maintain customer loyalty while competing against platforms that may offer different pricing strategies, product categories and shopping experiences.
The Bigger Picture
The changing marketplace distribution reflects a broader transformation in Indian e-commerce. Consumers are increasingly platform-agnostic, meaning they may use different marketplaces depending on the product, price and available discounts.
For AJIO and Amazon, the opportunity is to capture customers who are willing to explore alternatives to established fashion platforms. JioMart’s growing participation also demonstrates how large retail ecosystems are competing for a larger share of online consumer spending.
For Myntra and Flipkart, the immediate challenge is not losing their leadership but protecting their customer relationships as competition intensifies. The next phase of growth will depend on product differentiation, pricing, regional expansion and the ability to convert festive shoppers into repeat customers.
Looking Ahead
The competitive landscape of India’s online fashion market is likely to become more fragmented as platforms invest in exclusive brands, discounts, technology and logistics. AJIO’s growing order share and Amazon’s established marketplace reach could increase pressure on Myntra and Flipkart to strengthen their customer propositions.
The next important indicator will be whether the changing order distribution continues beyond the festive season. If competing platforms retain their newly acquired customers, the decline in Myntra and Flipkart’s combined share could signal a longer-term shift in India’s fashion e-commerce industry rather than a temporary seasonal change.
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