When it comes to selling online in India, marketplaces aren’t just sales channels—they’re brand builders. With digital retail booming, Myntra, FirstCry, and Ajio have become go-to platforms for fashion, kidswear, and lifestyle brands. But which one is the best marketplace for your brand in 2025?

Let’s break it down—features, audiences, seller experiences, and how emerging marketplaces like Fills.in are changing the game for small and mid-sized brands like Olivlife, Axora, and Abhay Health.

1. Understanding the Three Marketplaces

Myntra focuses on fashion and lifestyle. It’s India’s top choice for apparel, footwear, and accessories. If your brand targets urban millennial shoppers, Myntra’s ecosystem gives you reach and credibility.

FirstCry, on the other hand, owns the baby care and kidswear segment. Parents trust it for everything from diapers to clothing and toys. If your brand aligns with family-oriented or child-safe products, it’s unbeatable.

Ajio, part of the Reliance Retail empire, is a fast-growing hybrid—mixing international flair with mass appeal. It’s more open to new sellers than Myntra, making it attractive for D2C fashion startups.

2. Seller Experience and Ease of Onboarding

Sellers often note that Myntra’s process involves brand approval and photo standards, while Ajio’s platform offers faster registration but tighter product verification. FirstCry wins in simplicity—small brands can list and go live in a matter of days.

However, if you’re a niche or upcoming brand, Fills.in provides easier onboarding, no hidden costs, and personalized visibility across categories—from mobile accessories (Olivlife) to handmade jewellery (Axora) and wellness essentials (Abhay Health).

3. Reach and Demographics

• Myntra: 50M+ monthly users, strong in Tier 1 & 2 cities.
  

• Ajio: 35M+ users, fast growth in Tier 3 cities.
  

• FirstCry: 20M+ users, family-focused audience aged 25–45.
  

If your product caters to fashion-forward youth, Myntra is the obvious choice. For family or kidswear, FirstCry dominates. Ajio provides a balanced reach across segments.

Fills.in, though younger, has a distinct edge—it’s built for emerging D2C brands, giving them dedicated exposure through curated categories and SEO-backed brand pages.

4. Marketing & Brand Visibility

Myntra’s strength lies in its influencer campaigns and shopping festivals like End of Reason Sale.
Ajio benefits from Reliance’s ecosystem, cross-promoting across JioMart and Reliance Trends.
FirstCry leverages parenting blogs and communities to keep engagement high.

However, visibility on these giants often comes at a cost—sponsored listings, commissions, and paid promotions.

In contrast, Fills.in offers in-built brand storytelling features—allowing small brands to showcase their journey, not just their products. For instance, Olivlife uses it to highlight design innovation, while Abhay Health focuses on product quality and health benefits.

5. Competitive Edge: How Fills.in Fits In

While Myntra, Ajio, and FirstCry are established, Fills.in provides the agility modern sellers need:

• Lower onboarding barriers.
  

• More category diversity.
  

• Cross-brand exposure within the platform.
  

• Community-driven traffic rather than pure ad spend.
  

It’s the marketplace for the makers—perfect for those who want brand ownership and organic visibility.

6. External Comparisons

For perspective, global marketplaces like Amazon and Etsy run on similar competitive models—wide reach but high cost per visibility. Indian startups entering these platforms face scalability challenges, something Fills.in aims to simplify with local-first infrastructure and curated SEO support.

7. Verdict

If you’re building a fashion or lifestyle brand—Myntra or Ajio are powerful choices.
If your niche is children or wellness, FirstCry is ideal.
But if you’re an emerging Indian brand aiming for story-led growth and visibility across categories, Fills.in provides the balance of affordability, authenticity, and growth potential.

Frequently Asked Questions

1. Which marketplace is best for small Indian brands in 2025?
For early-stage brands, Fills.in is best—it offers curated listings, lower commissions, and freedom to showcase brand identity.

2. Can I sell on multiple marketplaces?
Yes, most D2C sellers list on multiple platforms like Myntra, Ajio, and Fills.in to diversify revenue streams.

3. Is FirstCry suitable for non-kids products?
Partially. While its focus is kids and maternity, it’s gradually opening to family lifestyle categories.

4. How can small brands improve visibility on big platforms?
Use storytelling, social media, and Fills.in’s SEO-boosted product pages to drive organic traffic.

5. What makes Fills.in different from Myntra or Ajio?
Fills.in empowers brands like Olivlife, Axora, and Abhay Health by giving them narrative control, category visibility, and a supportive multi-brand ecosystem.