Myntra achieved a record high in weekly active users (WAU) during the week starting May 25, according to a CLSA report, as India's consumer internet sector displayed diverging trends with strong gains in e-commerce. The fashion e-commerce platform added 8.4 million WAU week-on-week, reaching approximately 60 million, its highest ever level. This standout performance occurred in a largely mixed week for digital platforms.
Beauty Retail Trends
Within beauty retail, Nykaa reported a second consecutive weekly decline in users, while Purplle and Tira Beauty remained broadly stable. The CLSA report noted that Nykaa continues to lag peers on a quarter-to-date basis. Myntra is at an all-time high WAU, whereas Nykaa experienced a week-on-week decline of 0.9 million users. Tira and Purplle were flat during the same period.
E-commerce Performance
Quarter-to-date, Meesho recorded the highest number of downloads within e-commerce, yet Flipkart saw a greater rise in WAU. Week-on-week, Flipkart and Amazon gained 4.3 million and 2.6 million users respectively, while Meesho remained flat. Myntra stood out by adding 8.4 million users on a base of 51.5 million users, reflecting steady engagement across large marketplaces.
Quick Commerce and Food Delivery
In contrast, Blinkit's WAU fell 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 among 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.
Market Insights
Analysts noted that weekly active user trends indicate a rotation in engagement back toward e-commerce platforms after a period of strong quick-commerce growth, though 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. Flipkart further strengthened its position by adding 8.5 million WAU week-on-week, bringing its year-to-date gain to 26.8 million users, 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. It is increasingly focused on cross-categorisation and upselling within its existing user base rather than heavy new-user acquisition, according to ICICI Securities.
