Myntra is undeniably the biggest fashion ecommerce platform that serves millions of Indians, with more than 2,000 world's top fashion brands. Myntra has attained success from day one since it was launched in 2007. Even after being acquired by Flipkart, Myntra enjoys a loyal customer base. And, increased its revenue by a whopping INR 1719 crore in 2019-2020.

‍

The ecommerce giant aims to give consumers the power and ease of purchasing fashion and lifestyle products online. But, most importantly, Myntra allows its sellers to share its growth.

‍

In this blog, you'll have an in-depth analysis of how Myntra manages its sellers and how sellers can improve their performance on Myntra to qualify for the coveted gold tier.

‍

Understanding seller profiling on Myntra

‍

With the number of sellers rising exponentially on Myntra, it became challenging to treat all sellers equally and incentivise their performance. This made them launch the Marketplace Partner Tiering Program initiative on 29th August 2019 to fuel seller growth and improve customer as well as seller experience.

‍

The objective of the Marketplace Partner Tiering program is to improve and maintain the performance of partners on business-critical metrics across sales, reliability and quality by ensuring a high customer experience. The program empowers sellers of all sizes and tenure to drive their growth on Myntra by focusing on their performance and are classified into 3 tiers— gold, silver and bronze.

‍

The Marketplace Partner Tiering is an ongoing program and shall be refreshed every quarter in the first week of the first month in every quarter, based on the performance of the partner in the previous quarter. Gold is the highest tier, and a partner must consistently maintain high metrics to achieve gold tiering.

‍

Note: All sellers start as bronze sellers, after which they can qualify for the silver and gold tier based on their performance.

‍

Benefits of each tier

‍

Benefits get better progressively as you move from bronze to gold. Also, the coveted gold tier has some unique benefits, such as priority partner support and quick payments.

‍

Faster payment cycles

The following payment cycles are applicable for Myntra sellers based on their tier:

‍

‍

Priority support

The following turnaround time (TAT) would be applicable for a Myntra Gold seller for priority support to be received from Myntra:

‍

‍

How Myntra measure your performance?

‍

Myntra measures the performance of a seller based on six inspection criteria standardised by them:

‍

Criteria 1: Gross Merchandise Value (GMV)

Myntra strives to achieve maximum sales. For that, Myntra considers the Gross Merchandise Value (GMV) of sellers to measure their performance. It is the total value of products that a seller sells to the customers over a specified period of time, excluding returns and cancelled products.

‍

Criteria 2: Seller cancellations

Myntra expects minimum order cancellations from its sellers. So, this performance metric specifies any cancellation initiated by the seller, i.e. when the seller does not have enough inventory or can't fulfil a particular order for any reason, the seller must cancel the order.

However, cancellations due to reasons attributable to Myntra wouldn’t be considered in this metric.

‍

Criteria 3: Adherence to procurement SLA

This metric is only applicable to sellers that don't handle their order fulfilment on their own, i.e. Myntra handles their order fulfilment.

Myntra doesn't want any issue resulting in a delay in order delivery or customer cancellation. So, to avoid conditions that can lead a product to be out of stock (OOS) due to a delay in delivery, Myntra expects sellers to procure the inventory within a specified timeline.

‍

‍

Criteria 4: Adherence to dispatch SLA

This metric is only applicable to sellers that handle their order fulfilment on their own, i.e. in-house or outsourced order fulfilment to a 3PL (third-party logistics) provider.

As Myntra expects speedy order fulfilment from its sellers, it has implemented stringent guidelines that sellers need to adhere to. The adherence to dispatch SLA includes all orders marked as ready-to-dispatch on time according to the SLA.

‍

Criteria 5: Returns %

Myntra expects minimum order returns. For this, Myntra considers all orders which were returned (or refunded) by the customer that the seller could control, excluding try and buy products and product quality returns.

‍

Criteria 6: Product quality returns (PQ) %

Myntra expects high standards when it comes to the quality of products. For that, Myntra considers all the orders which were returned due to quality issues, such as defective product, fabric quality, faded product, used product, worn-out product, stitching defect, and more.

‍

How to become a Myntra gold seller?

‍

To become a gold seller on Myntra, you need to meet the following performance criteria:

‍

• Gross Merchandise Value (GMV): Sellers should have GMV of more than or equal to INR 25 lakhs per month
• Seller Cancellations: Sellers should have a seller cancellation rate of less than 0.11%
• Adherence to procurement SLA: For the period April 1st 30th September in a particular year, sellers should have a procurement rate of more than 85%, and from 1st October in the same year, sellers should have a procurement rate more than or equal to 90%
• Adherence to dispatch SLA: Sellers should have a dispatch rate more than or equal to 90%
• Returns % : The return rate of a seller should not exceed the vertical benchmark set for product categories
• Product quality returns (PQ) % : The product quality return rate of a seller should not exceed the vertical benchmark set for product categories

‍

‍

‍

Tips to improve Gross Merchandise Value (GMV)

‍

1. Run flash sales and participate in promotional events to increase sales on Myntra

‍

‍

2. Offer product kits and combos help you to increase your sales and average order value (AOV)

‍

3. Create a comprehensive product catalogue so that your customers have enough options to choose from

‍

‍

4. Study your competitors so that you can tweak your sales strategies based on market trends to replicate their success

5. Run advertisement campaigns on Myntra like Product Listing Ads (PLA) and sponsored ads to increase your product visibility

‍

‍

Tips to reduce seller cancellations

‍

1. Update your product listings regularly with the correct quantity available in the inventory
2. If you sell your products on multiple marketplaces, you need to update your inventory numerous times every day
3. If you received an order of a particular product that is not available in your inventory, try to source it as soon as possible to ensure uninterrupted order fulfilment
4. If you cannot source the product at the earliest, remove the product from the listing immediately
5. Create your product listings based on your order processing capabilities instead of creating too many listings and then failing to fulfil any of them
6. Plan and manage your inventory meticulously during flash sales to avoid stockout that can result in cancellations

‍

Tips to improve adherence to procurement SLA

‍

1. Plan your inventory replenishment and ensure that you never run out of inventory while considering the average time it takes to ship stock to the fulfilment centre
2. You must have a minimum number of products in your inventory that you must have in your storage facility at all times, i.e. standard level
3. When the stock goes below the standard level, you need to order more inventory, i.e. reorder level
4. Maintain a safety stock for emergencies

‍

Tips to improve adherence to dispatch SLA

‍

1. Create product listings of the products that you will be able to ship by or before the expected ship date according to your order processing capabilities
2. Ship the orders and confirm the shipment with Myntra by the expected ship date provided in the order details
3. Pack your orders and mark them as ‘ready to dispatch’ on a first-come, first-serve basis
4. Review your order fulfilment processes regularly to identify and resolve any inefficiency that can result in the late dispatch
5. Increase your order processing capabilities during flash sales and other promotional events

‍

Tips to reduce returns

‍

1. Showcase sufficient high-quality images so that your customers know what exactly they are buying and avoid any confusion of unreal expectation

‍

2. Create content-rich product descriptions that include all the features of the product, materials used, weight, size, and more

‍

3. Provide easy-to-read and accurate size charts to avoid returns that can arise due to incorrect size ordered by the customers

‍

4. ‍Avoid any packaging mistakes to ensure that products reach the customers in proper condition by using the suitable packaging materials

‍

Tips to reduce product quality returns (PQ)

‍

1. Don’t indulge in any unethical business practices like selling fake products
2. Ensure strict quality standards while manufacturing or procuring your products from a supplier or manufacturer
3. Implement quality checks during order processing

‍

How can Eshopbox help you become a Gold seller on Myntra?

‍

Working with a tech-enabled 3PL like Eshopbox can help you become a Gold seller on Myntra. Let's see how:

‍

Meet every SLA to ensure adherence to dispatch and avoid seller cancellations

Eshopbox’s SLA-driven and streamlined pick and pack service allow you to pack Myntra order and mark it as 'ready to dispatch' on time, without a miss.

‍

How does it help? With meticulous order processing keeping SLA in mind, sellers can avoid late dispatch and cancellations.

See how picking and packing work

‍

Prevent seller cancellation with accurate inventory relay

Eshopbox syncs your inventory across all sales channels every 5 minutes, enabling you to relay accurate inventory levels on every marketplace and avoid cancellations.

‍

How does it help? By relaying accurate inventory levels, you only receive orders for inventory you actually have.

See how inventory snapshot works

‍

Offer product kits to increase your Gross Merchandise Value (GMV)

With Eshopbox, you can use powerful merchandising techniques like product kitting to bundle multiple products together. This helps you maximise product exposure and offer exciting deals to your customers.

‍

How does it help? It enables you to boost sales by increasing the average order value (AOV) of a purchase.

‍Learn how kitting can be a powerful revenue-boosting tactic

‍

Frictionless order fulfilment during flash sales and other promotional events

Eshopbox manages flash sales by handling the exponential surges in order volumes and combining its extensive fulfilment infrastructure with organised workflows. You just need to notify Eshopbox about the time and duration of the sale, and Eshopbox will increase your daily pick capacity and allocate adequate manpower.

‍

How does it help? It helps you accelerate your sales, increase revenue and ensure uninterrupted order fulfilment.

‍Check out our quintessential guide to running a flash sale

‍

Accurate order processing and quality checks to avoid seller-controllable returns and product quality returns

Eshopbox conducts quality checks at the time of receiving inventory and order processing to ensure your customers get the correct products in their hands. If you have unique products which need to be specially examined, Eshopbox also allows you to customise the inspection criteria according to your specific needs.

‍

How does it help? It helps you deliver the right products with incredible order accuracy and minimise returns.

‍See how the quality check works

‍

Bottom line

Now that you've understood the journey to become a Gold seller on Myntra, you can start working towards it. It will give you immense opportunities to grow your brand on Myntra, increase sales on Myntra and reap the exclusive benefits of Myntra's most rewarding bracket. Happy selling!