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Analysis · Commerce & Consumer Brands

Myntra is using AI to personalize shopping experiences and streamline operations

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Myntra logo
Date
Company
Myntra
What it does
fashion ecommerce platform
Kind
Analysis
Sector
Commerce & Consumer Brands

What they do

Myntra is a fashion ecommerce platform that uses AI to personalize search, recommendations, and styling for individual shoppers The company is implementing…

The details

  • Myntra is using AI to personalize the shopping experience for individual users, moving away from broad segments like cities or demographics
  • The company is developing AI-powered features such as personalized search, algorithmic storefronts, AI-generated styling, and size and fit tools that simulate how garments look on different body types
  • Myntra's shopping assistant, 'Maya', is an early step in making every experience conversational, rather than just having a chatbot on top of every application
  • Myntra is careful to test every AI feature on a small group of users before a full rollout, ensuring that each customer-facing capability starts with a business hypothesis
  • 85% of Myntra users with sufficient shopping history now receive AI-powered size and fit recommendations, with future versions expected to visualise garments on the customers themselves
  • Behind the scenes, Myntra is using AI to streamline operations such as merchant onboarding, product listing, customer support, supply-chain planning, and internal analytics
  • Merchant onboarding has been reduced from 15 days to 2 days, and product listing now takes only 3-4 hours
  • 31% of customer support queries are now automated, and customer satisfaction has increased 2X
  • Supply-chain simulations have been reduced to just 1 hour for 2 days, and business analytics is now 10X faster, powered by its internal platform, BIRA

The bigger picture

  • Myntra is focusing on AI to improve both customer-facing features and internal operations, indicating a strategic shift in how fashion ecommerce companies are competing
  • The company is building reusable internal platforms that multiple teams can build upon, rather than isolated AI applications for every department
  • Myntra avoids betting on a single model provider, using a mix of in-house and external AI tools to stay flexible as the landscape shifts quickly

About the business

  • Myntra is a fashion ecommerce platform that connects buyers and sellers of clothing and accessories in India
  • The company offers a wide range of products from various brands and allows users to browse, search, and purchase items online
  • Myntra generates revenue through commission fees from sellers and advertising
  • The platform operates primarily in India, with a strong presence in major cities like Bangalore, Delhi, and Mumbai
  • Myntra has a large user base, with 85% of users with sufficient shopping history receiving AI-powered size and fit recommendations

What happens next

  • Myntra plans to expand its AI-powered features to include visualising garments on customers themselves
  • The company is building reusable internal platforms that multiple teams can build upon, rather than isolated AI applications for every department

The deal

Type
other

Founders

  • Lakshminarayan Swaminathan, Chief Product Officer
  • Pramod Adiddam, Chief Technology Officer

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