Myntra waives commissions for new D2C brands across categories to woo emerging labels

Ecommerce platform Myntra on Friday announced a fee waiver for new direct-to-consumer (D2C) brands, a move that underscores a broader pivot among Indian ecommerce players toward zero-commission structures to grow seller base, fend off competition, and capture the next wave of online shoppers.

Under the new initiative, part of the "Myntra Rising Stars" (MRS) programme, eligible D2C brands can access Myntra's user base of over 75 million monthly active users without incurring commission fees. The programme aims to help emerging fashion, beauty, and lifestyle brands expand their digital presence beyond personal websites and social media.

The move aligns with the platform's aggressive evolution to shift to a "trend-first" approach, catering to the 400 million-strong Gen Z demographic. By November 2025, it counted 47% of its customer base to be Gen Z users, according to CEO Nandita Sinha.

This development follows a year of aggressive recalibration across the sector, where players like Amazon and Flipkart have slashed fees to compete with the low-cost model of rival Meesho and capture value-conscious consumers in Tier II and III cities.

Platforms are increasingly shifting their monetisation focus away from commissions and toward advertising, logistics, and fintech services to drive revenue while expanding their seller base.

Myntra pitched the model as a solution to one of the biggest hurdles for new brands: high marketing spend. "Brands redirect their capital into brand building and customer acquisition during their early growth phase," the company stated, promising a lower Customer Acquisition Cost (CAC) for partners.

Beyond the fee waiver, brands will gain access to Myntra's logistics network, which covers 98% of serviceable pincodes in India, and "conversion enablers" such as coupons and bank offers to drive demand.

Myntra's decision mirrors similar aggressive moves by its parent company, Flipkart, which in November introduced a zero-commission model for products priced below Rs 1,000, aiming to reduce the cost of doing business for small sellers by approximately 30%. That move was designed to counter the rise of Meesho, which built its scale on a no-commission model.

Similarly, Amazon India revised its seller policies in March 2025, slashing referral fees to zero for low-value goods priced under Rs 300. While the move cuts down on commission revenue, platforms expect to offset the loss through efficiencies gained from higher purchase frequency and scale.

The Myntra zero-commission launch follows a successful pilot conducted during the 2025 festive season in the women’s ethnic wear category, which saw over 200 new brands join the platform. This builds on the programme's expansion in May 2025, when Myntra launched "Home Edit" to onboard over 165 D2C brands in the furnishing and decor space, targeting growth in non-metro markets.