International Research Journal of Education and Technology

This study examines the impact of customer reviews and ratings on Myntra, one of India’s leading online fashion retailers. In the current digital shopping environment, consumer feedback plays a vital role in influencing purchasing decisions, building trust, and shaping brand perception. Myntra leverages reviews and ratings not only to enhance the shopping experience but also as a strategic marketing and product development tool. Through analysis of customer interactions and feedback, this study explores how positive reviews contribute to increased sales, brand credibility, and customer loyalty, while also helping reduce the perceived risk of online purchases. Myntra’s evolution—from a B2B personalized gift seller in 2007 to a major fashion e-commerce player under Flipkart and Walmart—demonstrates its adaptability and focus on customer satisfaction. By integrating features such as Try & Buy, express delivery, and easy returns, Myntra continues to enhance user experience, with customer feedback driving continuous improvement and innovation.