Myntra scales its social commerce offering with 'M-Live'

Myntra plans to reach millions of shoppers with its new social commerce offering ‘M-Live’ which offers a real-time live shopping experience, Flipkart’s fashion arm announced on November 23.

With the launch of ‘M-Live’, Myntra has solidified its focus on the fast growing social commerce sector. Designed to cater to young shoppers across India, M-Live joins Myntra’s other two social commerce ventures Myntra Fashion Superstar and Myntra Studio as a primarily live video streaming and live commerce platform, the business told the Press Trust of India.

M-Live will host influencers and fashion and beauty experts for live video sessions where they will showcase products, style outfits, and share tutorials. The business aims to use the service to facilitate real-time engagement between consumers and brands, to boost sales and increase engagements. People watching the live videos will be able to shop the featured products instantly and confer with other viewers about the items for social validation.

“With Myntra Fashion Superstar, Myntra Studio, and now M-Live, an immersive live video shopping experience, we are heralding a new age in fashion and beauty, making big strides in the social commerce landscape, with our path-breaking tech-pivoted solutions,” said Myntra’s vice-president and business head (social commerce) Achint Setia, the Press Trust of India reported.

Myntra has seen its content-led commerce grow significantly in the past six months, ET Retail reported.

The business has reported that some of the most popular brands on its shoppable content platform Myntra Studio experience between two to three times larger communities there than on similar influencer-led platforms, according to the business.

Myntra also expects Myntra Studio’s user base to grow from around 20% of its overall monthly active user base to 50% in the next three to four years.

Myntra scales its social commerce offering with 'M-Live'

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