Ajio, Myntra, Flipkart, Amazon. Different buyers, different price points, different catalogues. Men's footwear fell on every one of them.
Ajio lost the most, from 14.32% of its orders to 10.79%, a drop of 3.53 percentage points. Myntra fell 1.13 points to 8.05%. Flipkart lost 0.46 to 5.23%. Amazon, consistent with its behaviour everywhere else this quarter, barely registered a change at 0.05 points.
32
Ajio's number needs separating from the rest, because it is not just a men's footwear problem. Total footwear on Ajio, across men's, women's and everything else, went from 20.69% of orders to 14.78%. That is a 5.91 point contraction in a single category group in twelve months. Women's footwear alone fell from 5.93% to 3.72%. No other platform lost more than half a point across all footwear combined.
Myntra is the one platform where part of the category grew. Women's footwear rose from 2.74% to 3.20% and unisex footwear from 2.71% to 3.23%. Those gains almost exactly offset the men's decline, leaving Myntra's total footwear share effectively flat at 14.57%. The category did not shrink on Myntra. It rotated.
The price gap across platforms is wide and has not narrowed. Men's footwear on Ajio averages INR 2,886 and on Myntra INR 2,857. The same category on Flipkart runs INR 1,209 and on Amazon INR 1,281. Two platforms operating at roughly 2.3 times the basket of the other two, in a category where the products substantially overlap.
For a footwear brand the read depends on where you sit in that split. At the INR 2,800 end, Ajio is contracting sharply while Myntra holds, and Myntra's growth is coming from women's and unisex rather than men's. At the INR 1,200 end, Flipkart and Amazon are close to flat, which means share has to be taken rather than grown into.
Tags: E-commerce · Footwear · Ajio · Myntra · Flipkart · Amazon · Q2 2026 · Consumer panel data
Get in touch with us for SKU-level insights for your category at vumonic.com