India is undergoing a seismic shift in its commerce landscape — one that’s marked not just by rapid digital adoption, but by an entirely new consumer mindset. At the heart of this transformation lies a unique combination of agility, aspiration, and technological leapfrogging. Sharon Pais, Chief Business Officer, Myntra, recently shared key insights into how India's e-commerce engine is being fueled by diverse demand, tech innovation, and trend-first thinking.

Speaking at the recently concluded at the IREC X D2C Summit 2025, Pais unpacked the layered evolution of India’s digital consumer and the equally dynamic business models rising to meet them. From Gen Z’s growing influence to Tier II+ market penetration and tech-driven personalization, the story of retail in India is no longer linear. It’s fast, fragmented, and full of opportunity.

“There is very little that can articulate what India is going through right now better than the phrase quickening of commerce,” says Pais. “We are leapfrogging, bypassing traditional global retail trends, and carving out our own playbook.”

Here’s a deep dive into the seven pillars powering this quickening of commerce in India: agility in business operations, a consumer base that’s anything but monolithic, and the bold use of technology to leapfrog traditional growth curves.

1) The Need for Speed — and Agility

India’s e-lifestyle market is on steroids. Currently estimated at $13–14 billion, it’s on track to grow at a CAGR of 20–25%, ballooning to $45 billion by 2028. With over 100 million new customers expected to join the e-commerce ecosystem, that’s a total of 350 million diverse, demanding, and digitally native shoppers.

“You’re not solving for one India, you’re solving for many Indias within India,” Pais explains. “There’s no such thing as a niche anymore—each ‘niche’ is the size of a small country.”

And within this massive mosaic, three segments stand out as high-growth zones:

• Gen Z – Experimental, bold, and trend-driven, this cohort is doubling in size and rewriting the rules of engagement.

• Tier II+ Cities – Their e-commerce penetration is expected to grow from 25% to over 40% by 2028.

• Digital Leapfrogging – India is skipping stages seen in Western markets. Case in point? 1 billion digital transactions per day by 2028.

This radical change demands businesses to operate with extreme agility.

2) Trends Don’t Trick Down Anymore — They Start in India

There was a time when fashion trends trickled from the West to India. Not anymore.

“India is now setting global trends,” Pais says. “There’s no information arbitrage anymore —everything spreads at warp speed.”

That immediacy is fueling trend-led fashion, a segment expected to grow 2x faster than the overall market. But it’s not just about staying on trend—it’s about delivering trends now.

“Speed-led fashion is going to grow 5x. Consumers want it fast, they want it now. That’s the new normal,” she adds.

Whether it's a newly viral streetwear drop or an influencer-approved beauty product, Indian consumers no longer wait. They expect instant access—and platforms like Myntra are rising to meet that challenge.

3) The Rise of Speed x Style

Imagine ordering a trending outfit for a last-minute event and getting it delivered in 30 minutes. That’s not a futuristic fantasy — that’s Myntra Now (M Now).

“We’ve connected stores through the M Now platform. So if you're sitting at the Sheraton and need something urgently, you can browse what’s available nearby and get it in under an hour,” says Pais.

This innovation is more than just about convenience — it’s about redefining fashion fulfilment. M Now taps into Myntra’s fashion intelligence engine, syncing style with proximity and speed.

“Fashion is about discovery, exploration, and aspiration. Solving for speed in this category means solving for width in styles, rapid logistics, and even returns that fit the consumer’s rhythm,” she explains.

4) The New Language of Marketing

Remember the days when television ads ruled? Those days are gone.

“The Indian consumer today wants authenticity. They want to see someone like themselves talking about the product. That’s why user-generated content and influencer-led storytelling are booming,” says Pais.

Today, 20–25% of marketing spends are going towards influencers. At Myntra, the Glam Clans community — over 550,000 creators strong — generates content that builds real connections.

“This isn’t just marketing; it’s trust-building at scale,” Pais explains. “It’s agile, quick, and more importantly, human.”

5) Tech That Understands You Better Than Your Best Friend

Technology isn’t just powering logistics — it’s powering discovery, personalization, and decision-making.

Let’s take beauty, one of the most personal categories. Myntra recently launched a virtual try-on tool that lets users see how a product looks on them before purchasing.

“We saw a 2x conversion uplift and 1.5x higher consideration. The myth that beauty needs to be in-store to sell is officially busted,” says Pais.

There’s more. Meet Maya, Myntra’s ChatGPT-powered shopping assistant. Ask it what to pack for a Goa trip, and Maya doesn’t just serve a list—it checks the weather and curates a moodboard.

“This isn’t just search; it’s intelligent curation. That’s what the consumer expects now,” she says.

Even for the home category — where visualizing a product is key — Myntra has rolled out Dream Room, a GenAI-powered tool that offers interior inspiration based on your taste and suggests products to match.

“From beauty to home, tech is not a layer — it’s the backbone,” Pais emphasizes.

6) The Future is Hybrid, Data-Driven, and Hyper-Local

Speed alone doesn’t cut it. To win in India, platforms need to be data-smart and hybrid-native.

COD (cash on delivery) was India’s first major e-commerce innovation. Now, it’s about real-time inventory tracking, local store integration, and reverse logistics at scale.

“India’s aspirations demand more than just speed — they demand precision, personalization, and panache,” says Pais.

Whether it’s launching FWD, Myntra’s dedicated Gen Z vertical, or building the rails for M Now, the focus is on end-to-end consumer delight—from discovery to doorstep.

7) Innovate or Get Left Behind

“While we all run hard to deliver business outcomes, we must also carve out space to develop,” says Pais. “Innovation needs dedicated, cross-functional teams who live and breathe the mission.”

At Myntra, innovation isn’t a silo — it’s a muscle. The launches of Myntra FWD and M Now weren’t by chance. They were powered by teams laser-focused on unlocking the next big thing.

“You can’t let innovation get buried under day-to-day execution. You need teams that wake up thinking about the future,” Pais adds.

From micro-trends and macro shifts to blazing-fast deliveries and AI-powered styling, India’s commerce scene isn’t evolving — it’s transforming at the speed of thought.

“The consumer is changing. The tech is evolving. And the expectation is only growing. The question is, can we evolve faster than their expectations?” says Pais.

Because in India, commerce isn’t just fast. It’s in hyperdrive.