Ajio vs Myntra: Sales Performance, AOV & Top Converting Brands for 2023

The world of online fashion retail is fiercely competitive and ever-evolving. In the latest showdown between two giants, Ajio and Myntra, Vumonic Datalabs has analysed the data to give an insightful comparison for the July to September 2023 quarter. In this analysis, we will delve into the sales performance, consumer preferences, and market trends that defined this period, offering valuable insights for both consumers and industry professionals.

Sales Growth Comparison of Ajio vs Myntra

In this quarter, Ajio emerged as a formidable player, outpacing Myntra by making almost 1.3 times more sales. A significant factor contributing to this success was the Ajio Big Bold Sale and Ajio Fashion Giant Sale in July, which collectively accounted for around 35% of the overall sales of Ajio. Moreover, the Ajio All Stars Sale in the last two weeks of September proved to be a game changer, adding roughly 20% to the overall Ajio’s quarter's sales. While Ajio led in sales, Myntra's performance was not far behind. Its Big Fashion Festival Sale (BFF sale) in September was a major contributor, accounting for approximately 35% of its total sales for the quarter.

Average Order Values (AOV) of Ajio & Myntra

The Average Order Value (AOV) presents another aspect for both platforms. Ajio maintained an AOV of around 780 INR, comparatively lower than Myntra's 830 INR. This difference, albeit slight, reflects the varied pricing and marketing strategies adopted by the two e-commerce giants. 

Average Discount : Ajio vs Myntra

Discount strategies significantly influence consumer purchases. Ajio's average discount hovered around 700 INR, in contrast to Myntra's higher average discount of 1200 INR. This indicates Myntra's focus on catering to a discount-sensitive demographic, distinguishing its approach from Ajio's.

Top Converting Brands on Ajio & Myntra

The popularity of specific brands on each platform sheds light on consumer preferences and market dynamics. Below is a table depicting the top converting brands on Ajio and Myntra, showcasing their diverse product range and market segments.


The analysis of Ajio and Myntra's performance in the second quarter of 2023 offers fascinating insights into the online retail fashion market. It highlights the importance of strategic sales planning, understanding consumer behaviour, and the ever-changing preferences in the fashion industry. As we move forward, it will be interesting to see how these platforms evolve and adapt to new challenges and opportunities in this dynamic market.

To see more in-depth data driven insights & consumer behaviour in the ecommerce vertical, feel free to reach us here.

Disclaimer: The information provided in this blog is based on the data analysis conducted by Vumonic Datalabs and is subject to market dynamics and fluctuations. 


Written by: Samiksha Mulik

Date: 11 January 2024

Vumonic Datalabs is a global consumer intelligence platform. We provide high-quality, deterministically linked, large structured data that can be used to derive deep consumer,  business, and market insights. Our proprietary data pipelines deliver unbiased actual transaction data collected in a privacy secure manner via large global panels.