Myntra hit a record high in weekly active users in the week beginning May 25, as India’s consumer internet sector showed diverging trends with strong gains in e-commerce, according to a report by brokerage CLSA.
Myntra added 8.4 million weekly active users (WAU) week-on-week, taking its total to around 60 million – its highest ever level in a week – marking the standout performance in a largely mixed week for digital platforms.
“Within beauty retail, Nykaa reported a second consecutive weekly decline in users, while Purplle and Tira Beauty remained broadly stable. Nykaa continues to lag peers on a quarter-to-date basis. Myntra is at an all-time high WAU while Nykaa sees week-on-week (WoW) WAU decline,” the CLSA report said.
Nykaa was down 0.9 million week-on-week, while Tira and Purplle were flat. Quarter-to-date, Meesho has the highest downloads within e-commerce, yet Flipkart’s rise in WAU was higher. “WoW, Flipkart and Amazon saw a gain of +4.3/+2.6 million users while Meesho was flat. Myntra stood out, adding 8.4 million users WoW on a base of 51.5 million users.” This reflects steady engagement across large marketplaces.
In contrast, Blinkit saw weekly active users fall by 2.6 million to about 52 million after a recent surge linked to a viral marketing campaign, while broader quick-commerce engagement remained largely stable across peers, CLSA said in a June 4 report.
Food delivery platforms saw a recovery, with Domino’s Pizza adding 1.7 million users week-on-week. Zomato gained 1.2 million users, while Swiggy Instamart was broadly flat.
Analysts said weekly active user trends indicated a rotation in engagement back toward e-commerce platforms after a period of strong quick-commerce growth, though noted that such metrics do not necessarily translate directly into order volumes or revenue.
Last month, ICICI Securities tagged Flipkart as India’s e-commerce market leader by gross merchandise value (GMV) with an estimated 50-60 per cent market share.
The platform further strengthened its position by adding 8.5 million WAUs week-on-week. This recent surge brought Flipkart’s year-to-date gain to 26.8 million users, representing the strongest growth among all major e-commerce platforms. The sustained growth reflects continued traction across high-engagement categories and rising repeat usage.
The homegrown e-commerce major, now majority owned by Walmart, has an estimated 220-240 million monthly active users, compared with roughly 850 million internet users in India, and is increasingly focused on cross-categorisation and upselling within its existing user base rather than heavy new-user acquisition, ICICI Securities had said in a report.