Mint Explainer: Why e-commerce firms are trading commissions for market share
Subscribe to enjoy similar stories. BENGALURU : Bengaluru: India’s e-commerce market is witnessing an interesting strategy shift with large marketplaces actively prioritizing market share dominance over commissions from sellers. On 9 January, Myntra announced the rollout of a zero-commission model in a bid to encourage young direct-to-consumer brands and regional sellers to join the platform.
The move is part of the Myntra Rising Stars programme, which was launched in July 2023 to extend onboarding, marketing and discovery support to small-scale brands having a lean budget. By doing so, Myntra is slowly following the footsteps of listed e-commerce player Meesho, which charges no commission from its sellers of all categories, including apparel, home decor and accessories. Flipkart, too, rolled out a similar structure in November 2025 for products priced below ₹1,000.
Mint unpacks why e-commerce firms are going for this key strategy shift now, what it means for the ecosystem, and how the battle for market share is likely to unfold. When early players like Flipkart, Snapdeal and Amazon India started up in India, the monetization models for online commerce typically involved charging a listing fee and commission from sellers, coupled with other revenue channels such as advertising. However, Meesho disrupted the structure in 2015 by introducing a permanent no-commission model, putting emphasis on unbranded and value-seeking segments.
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