Flipkart extends e-commerce lead over Amazon; Myntra widens fashion dominance, says BofA

Flipkart has extended its lead over Amazon in Indian e-commerce, and its fashion arm Myntra has widened its advantage in the online apparel and lifestyle segment, according to a fresh report by Bank of America released Thursday evening.

The BofA analysis, cited by The Hindu, comes at a critical juncture for India's digital retail landscape. Flipkart, backed by Walmart, has been investing heavily in logistics, private labels, and its quick-commerce offshoot Flipkart Minutes, while Amazon India has faced a period of recalibration including cost rationalisation and leadership changes. The data suggests those investments are bearing fruit for the Bengaluru-headquartered platform.

Myntra's widening lead in fashion is particularly notable given the aggressive push by rivals including Reliance's Ajio and the rapid rise of Meesho in value fashion. The BofA findings suggest that Myntra's curated brand mix and loyalty programmes continue to resonate with urban consumers willing to spend on apparel online.

The report arrives as India's e-commerce sector heads into its next big festive-season cycle, where market-share battles are typically decided. Analysts will watch whether Flipkart can translate its structural lead into profitability improvements — a metric that Walmart has increasingly flagged as a priority for its India bet.