Myntra, the online fashion platform, has been testing livestreaming commerce capabilities and will formally launch into this sector later this month, according to reports.
Why it matters
Livestreaming commerce is huge in China but the use of influencers to sell products directly to consumers is still at an early stage in India, although it has the potential to grow fast given the impact of the pandemic. Myntra’s entry will give this channel a much higher profile, raise trust levels and accelerate its development. Fashion and beauty brands, especially, will need to factor this into their strategies over the next year.
Consumption of mobile video content has grown hugely in India over the past few years with the advent of cheap data plans and there has been an explosion of creators and influencers on various social platforms.
There are a number of other platforms experimenting with the livestreaming model in India, including Bulbul, YouTube-owned Simsim and Roposo.
Flipkart, Myntra’s parent, has partnered with Moj, the short-form video platform, to bring video commerce to its platform and attract new users.
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