New Delhi, Oct. 8 -- Indian fashion shopping is increasingly shifting from search-led to discovery-led purchases, with consumers buying products they encounter through videos and creator content rather than products they were actively looking for.

That shift is becoming a meaningful business for Myntra. Creator-led and social commerce now account for about 10% of its revenue, a business that did not exist in its current form about two years ago.

The Flipkart-owned fashion platform, which started selling through creators in December 2024, expects this part of its business to grow faster than India's social-commerce market over the next two to three years. The aim is to get more creators to make product-focused content and to make it easi...