Fashion and beauty online marketplace Myntra has expanded its Ultimate Glam Clan (UGC) and launched a new ‘Affiliate’ feature as part of the programme. Through the launch, Myntra is aiming for a deeper creator-driven commerce ecosystem.

The company believes future growth will be driven by content creators from small towns and cities.

The fashion retailer believes there is an increasing convergence between content, community and online shopping, and the launch of the feature aligns with its broader goal to bring one million content creators into the country’s digital commerce ecosystem.

The online marketplace wishes itself to be seen as India’s leading inclusive and scalable creator-first commerce platform.

There has been a realisation in the industry that fashion discovery is increasingly moving away from catalogue-led exploration to content-driven discovery.

Creators are these days playing a major role in how the young consumer discovers trends, products and brands online.

The newly-launched UGC Affiliate feature would help creators use personalised storefronts, curated collections, specific UGC posts, and affiliate-enabled product links across the social media as well as among personal networks to amplify their Myntra recommendations.

This, Myntra believes, would help it piggy ride creator-led discovery to increased visibility and sales.

Announcing the launch of the Affiliate feature, Myntra Chief Marketing Officer Sunder Balasubramanian said, “India’s creator economy is undergoing a fundamental shift, where creators’ influence is increasingly becoming more democratised, community-led and driven by authenticity. At Myntra, we see immense potential in empowering everyday shoppers to become creators and meaningful participants in this growing ecosystem. With this, our goal is to empower 1 million creators to drive the next wave of India’s digital commerce with authentic voices. Through our UGC and Affiliate feature, we are enabling the next generation of creators by giving them visibility, tools, community and real growth opportunities to scale their journeys.”

At present, Myntra’s UGC programme has more than 6 million signed-up users, who have created about 12 million content pieces on the platform.

To benefit from the Affiliate feature, users will have to create their first three UGC posts on Myntra which will make them eligible to earn commission. The commission would be applicable for eligible sales generated through the users’ affiliate-enabled content.

The feature opens the door for everyday users to become creators and earn from their creative efforts.

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