Baby clothing on Myntra carries an average order value of INR 2,530. On Flipkart the same category runs INR 850. On Amazon, INR 730.
Myntra's baby category is also the only one of the three that is growing.
Baby clothing went from 0.79% of Myntra orders to 1.03%, up 0.24 percentage points. Toys and games rose from 0.89% to 1.13%, up 0.25. Baby care added 0.05. All three moved in the same direction.
35.1
Amazon and Flipkart are flat. Amazon's baby care slipped 0.08 points, baby clothing 0.02, baby gear added 0.03, toys and games added 0.17. Flipkart's baby care added 0.07, toys and games moved 0.01, baby clothing 0.00. Nothing in either platform's baby range moved more than a fifth of a point, which is consistent with how both platforms behaved across every category this quarter.
The basket gap is the part worth sitting with. Myntra's toys and games AOV is INR 3,050 against Flipkart's INR 1,270 and Amazon's INR 1,050. For baby clothing the multiple is roughly three times. These are not marginally different price points. They are different purchase occasions being served by platforms that nominally sell the same goods.
35.2
FirstCry, the category specialist, moved the other way. Its average order value went from roughly INR 1,980 in Q2 2025 to INR 1,830 in Q2 2026. That places it below Myntra's baby clothing basket and well above Flipkart's, in a market where the generalist above it is growing and the generalists below it are stable.
For a kidswear or baby brand, the platform choice now carries a genuine positioning consequence. At INR 2,500 the Myntra listing is a gifting and occasion-wear channel. At INR 800 the Flipkart and Amazon listings are replenishment. A brand running the same catalogue and the same pricing across all three is likely serving one of those occasions well and the other two by accident.
Tags: E-commerce · Baby and kids · Myntra · Flipkart · Amazon · FirstCry · Q2 2026 · Consumer panel data
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