India’s fashion e-commerce websites recorded nearly 1.4 billion average monthly visits in the first quarter of 2026, up 98.3% year-on-year, according to a new report by mobile and web intelligence platform Sensor Tower, as shoppers increasingly begin and complete their fashion purchase journeys on the web rather than through apps.
The State of eCommerce 2026 report, which tracks app downloads, time spent, website visits and unique visitors across 56 markets globally, found that India led all major economies in fashion e-commerce website growth for the quarter, maintaining a wide lead over the next-largest market, the United States.
Web overtakes app as the primary discovery channel
Globally, fashion e-commerce website visits climbed from 5.25 billion in Q1 2024 to 9.2 billion in Q1 2026, a 75% increase over two years, with the category now accounting for 12.6% of total e-commerce website traffic worldwide.
Unique visitors to fashion e-commerce sites rose 64.3% year-on-year globally, even as mobile app downloads in the category grew a more modest 6.1% and time spent on fashion apps actually declined 5.2%.
The report notes that this divergence signals a broader shift in consumer behaviour, with shoppers increasingly moving their decision-making journey to the web rather than treating mobile apps as their sole entry point. For fashion brands, the report says, strengthening website experience and conversion capabilities has become a key lever for acquiring new users and driving business growth.
Myntra crosses 90 million users, AJIO’s targeted sales pay off
Within India, Myntra remained the country’s leading fashion e-commerce platform by both app monthly active users (MAU) and website unique visitors, with its mobile MAU surpassing 90 million in March 2026 — a new all-time high for the platform.
AJIO, the fashion e-commerce arm of Reliance Industries, saw its website traffic accelerate sharply around targeted promotional campaigns, including its Best Brands Sale, Big Bold Sale, Black Friday/End-of-Season Sale and festive shopping events.
In December 2025, AJIO’s website visits and unique visitors both reached record levels, rising 37% and 50% year-on-year, respectively.
Beyond the two homegrown leaders, global fast-fashion platform SHEIN ranked first worldwide in both fashion app MAU and website unique visitors, while also placing among India’s top fashion e-commerce websites by unique visitors. Nykaa Fashion, AJIO and Nike also featured among India’s top fashion platforms in the quarter.
Pakistan and Brazil also see triple-digit and 50%+ growth
India’s surge was part of a broader wave of growth across emerging fashion e-commerce markets. Pakistan’s fashion e-commerce website traffic grew 109.3% year-on-year — the fastest of any market tracked — narrowly ahead of India’s 98.3%.
Brazil (+51%) and Türkiye (+57.8%) also posted strong gains, while every major market covered in the report recorded positive growth for the category, reflecting sustained global momentum in fashion e-commerce even as more mature markets like the US (+14.7%) and Germany (+18.2%) grew at a slower pace.
Part of a wider surge across India’s e-commerce landscape
The fashion category’s growth mirrored gains elsewhere in Indian e-commerce. General marketplace website traffic in India grew 21.1% year-on-year, the fastest among major markets, while India’s beauty e-commerce websites saw visits surge 116% year-on-year — also the highest growth rate globally for that category.
Across all categories, India generated nearly 58 billion website visits over the 12 months to Q1 2026, a 28% year-on-year increase, cementing its position as the world’s largest and fastest-growing e-commerce web market by scale.
