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BENGALURU : Flipkart-owned fashion e-tailer Myntra said it expects 5.5 million unique customers during its Big Fashion Festival from 3 to 10 October, nearly 40% more than last year.

Of the 5.5 million customers, about 40% are expected from smaller cities and towns, and 1.1 million would be first-time shoppers.

About 4 million customers shopped for 13 million items during the Big Fashion Festival in 2020.

Myntra will offer 1 million styles and 7,000 brands across categories and said it had increased the number of brands on the platform by 40% over the previous edition.

The Bengaluru-based e-commerce firm expects a significant uptick in demand for fashion and beauty products, at a fourfold rise over business as usual and 1.6-fold over the last festive season.

The festive sales this year is turning out to be a closely contested one.

Alongside Myntra’s event, both Amazon India’s Great Indian Festival and Flipkart’s Big Billion Days sale are starting on 3 October.

“The scale of the festive sale this year is going to be the biggest for us as fashion continues to do well as a category," Amar Nagaram, chief executive officer, Myntra, said in an interview.

“After the reverse migration witnessed in 2020, people are returning to metros, but we have continued to see strong sales from smaller cities along with a rise in demand from top cities," he said.

As more people get vaccinated, people dress up and step out again, and shopping for fashion products is also changing, Nagaram said.

Myntra is seeing sales traction in ethnic wear, closed footwear, kids wear, watches and jewellery. In addition, beauty and personal care products continue to do well in the e-commerce marketplace, Nagaram said.

The platform’s tech capabilities are geared to handle 1 million concurrent users and 15,000 orders per minute at peak.

RedSeer Consulting predicts that almost 55-60% of online shoppers will be from smaller towns and cities during the festive season.

While mobile and electronics will contribute almost 73% of e-commerce sales gross merchandise value (GMV) this year as well, fashion is expected to contribute to 16% of the overall festive GMV.

RedSeer expects sales to rise 23% to $9 billion this year from the $7.4 billion in GMV of goods sold on e-commerce platforms during the festive period in 2020.

The growth in mobiles and electronics sales will be fuelled by platforms offering easier payment terms, including equated monthly instalments and buy now, pay later offerings in association with partners, it added.

Ahead of the festive period, Myntra has also strengthened its supply chain network, with the addition of a fulfilment centre, three mother hubs, 12 satellite hubs and 171 distribution centres to enhance capacity for higher storage volumes and optimize last-mile deliveries.

A new fulfilment centre near Kolkata, which has been added, is over 200,000 sq. ft and can store up to 4.5 million items and will serve as a hub for the eastern region.

Myntra said it has also ramped up its omni-network by over 2.5x of the last festive season and integrated more than 2,600 stores from 300 brands on its platform to ensure that the customers get their orders delivered to their doorstep in the optimal time.

The company has increased its capacity of last-mile deliveries by expanding its kirana store network by 30%, taking the count of its kirana store network to more than 25,000 across the country.

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