Gen Z now half of India's online fashion-beauty buyers; Myntra, Nykaa, Amazon, Shein retool
Gen Z drives ~50% of India's $66B online fashion and beauty market, spending 1.5x more per head. Amazon Fashion's Gen Z share jumped to 52% from 30%, engagement is up 2.5x YoY, and tier 2/3 cities (Indore, Lucknow, Jaipur, Surat) are growing 2x faster than metros, forcing platform realignment.
What happened
Gen Z now accounts for ~50% of India's online fashion and beauty shoppers, driving growth in a $66B market. Amazon Fashion, Myntra, Nykaa and Shein are
Key facts
- 50% Gen Z share
- $66B GMV
- 1.5x spend share
- Amazon Gen Z share 52% from 30%
- 2.5x YoY engagement
- 2x growth in tier 2/3
Why this matters
Scout bolt-ons in Gen Z-native creator commerce, vernacular discovery, and tier 2/3 logistics to defend share as Amazon's Gen Z mix doubles to 52% and Shein retools for the relaunch.