Myntra, India’s second-largest online fashion retailer, has implemented a convenience fee of ₹10 on all orders over ₹1,000. This change seeks to enhance the company’s profitability, considering its significant daily order volume. Myntra already charges a ₹99 fee for orders below ₹1,000.

What Happened? Per a MoneyControl report, this additional fee applies to all customers, including members of Myntra’s loyalty program, Myntra Insider. Experts estimate that Myntra processes approximately 500,000 orders daily.

Myntra justifies this fee as a charge for the technical expertise, brand aggregation, and post-sales support it offers. “A small fee helps platforms like ours deliver a top-notch shopping experience while providing the best value to customers. This practice is well recognized in the industry,” confirmed a Myntra spokesperson speaking to the publication.

See also: Myntra Launches New In-Platform Experience For Gen-Z Shoppers

The fee is noteworthy as Myntra’s average order value is estimated to be around ₹1,400. Analysts believe this convenience fee, aimed at making orders more profitable, won’t deter customers from shopping.

“The convenience fee of ₹10 won’t bother customers as Myntra’s large and loyal customer base and market share allow the company to make such changes. It’s not a drastic step, and most buyers will overlook it,” said e-commerce analyst Satish Meena speaking to MoneyControl.

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