New Delhi, Jan. 12 -- Bengaluru: India's e-commerce market is witnessing an interesting strategy shift with large marketplaces actively prioritizing market share dominance over commissions from sellers.

On 9 January, Myntra announced the rollout of a zero-commission model in a bid to encourage young direct-to-consumer brands and regional sellers to join the platform. The move is part of the Myntra Rising Stars programme, which was launched in July 2023 to extend onboarding, marketing and discovery support to small-scale brands having a lean budget.

By doing so, Myntra is slowly following the footsteps of listed e-commerce player Meesho, which charges no commission from its sellers of all categories, including apparel, home decor and acc...