Myntra has launched M-Live, getting into social commerce amid the e-commerce boom in India and rise of online shopping.

Myntra proclaimed the launch of M-Live, a live video streaming and live commerce section, on the retailer’s app which will build on Myntra’s existing plank of content-led commerce initiatives like Myntra Studio and Myntra Fashion Superstar. The platform will enable online sessions where fashion influencers will showcase the product and users can raise their query, if any and also shop the product.

Myntra enters social commerce amid online shopping boom. (1)
Myntra enters social commerce amid online shopping boom. (1)

Myntra Studio platform has given users access to over 20,000 original, inspiring and buyable fashion, beauty and lifestyle content on a large scale. Myntra Studio has helped make Myntra a leader in innovative content-driven commerce. The platform has grown 25 times over the past 6 months. It currently engages around 20 percent of Myntra’s monthly active user base and company expects that figure to grow to 50 percent over the next 3 to 4 years as it expands its charter of commerce. 

Myntra Fashion Superstar is an online reality show that works as a talent platform to spot emerging fashion and beauty influencers. This year’s theme “I Wear My Story” showcases the hunt for India’s next big fashion influencer and leverages the synergy between iconic fashion trends and social media. 

With this new initiative, Myntra competes with alternative social e-commerce firms and start-ups, like Meesho, DealShare, BulBul, GlowRoad, Mall91 and simsim, supported by SoftBank.