Average order value on Myntra went from INR 1,461 in Q2 2025 to INR 1,707 in Q2 2026. That is a 17% increase.
Run the same calculation for every other major platform in the panel and the range is 2% to 6%. Ajio moved from INR 2,036 to INR 2,076. Flipkart from INR 1,995 to INR 2,088. Amazon from INR 1,274 to INR 1,326. Nykaa from INR 1,325 to INR 1,399.
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Accessories is where it came from. The category went from 9.21% of Myntra's orders to 11.27%, a gain of 2.05 percentage points, and it carries an average order value of INR 4,293. That is the highest of any subcategory on the platform, well above topwear at INR 2,872 and traditional wear at INR 3,168. A category that expensive gaining two points of share pulls the platform average up on its own.
The composition inside accessories shifted too. Watches fell from 16.4% of accessories orders to 13.4%. Handbags eased from 15.4% to 14.3%. What grew was jewellery-adjacent and basics: necklaces went from 3.5% to 7.8%, more than doubling, and socks from 10.6% to 14.1%. Jewellery proper holds the highest basket in the category at INR 5,071.
Two other categories added share with high baskets attached. Innerwear and sleepwear gained 1.39 points at an AOV of INR 2,550. Skincare gained 1.47 points, though at INR 1,283 it sits below the platform average and works against the AOV move rather than with it.
The clearest loss is men's footwear, down 1.14 points to 8.05% of orders despite an AOV of INR 2,857. Home improvement and decor fell 0.61 points.
For a brand selling on Myntra, the read is that the platform's buyer is spending more per order and the categories absorbing that spend are accessories and innerwear rather than the core apparel lines. Topwear still accounts for a third of all Myntra orders and gained half a point, so the base is not eroding. But the incremental rupee in Q2 2026 went somewhere else.
Tags: E-commerce · Myntra · Fashion · AOV · Accessories · Q2 2026 · Consumer panel data
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