Myntra to bank heavily on live commerce for its bi-annual ‘End of reason Sale'

Myntra is activating live shopping experiences at scale by marquee brands, ahead of the platform's bi-annual fashion festival, EORS, slated to be held from June 11-16, 2022.

Over 30 international and domestic brands such as Estee Lauder India, Puma and Mango, will be streaming more than 750 brand-led live shopping experiences through Myntra’s EORS.

Myntra said that for the first time ever, M-Live audiences will be able to shop for products at EORS prices, which began 10 days prior to the event.

Gen Z's particular affinity to social media implies that social-commerce led promotions will directly influence this consumer group’s choice. Brands leveraging live commerce during EORS will aim to generate entertaining and informative content using Myntra’s army of fashion-forward Gen Z creators, the Style Squad.

Having already clocked 10,000+ live videos at about 40-50 live sessions every day, Myntra has recorded a 5X increase in traffic and 20X increase in demand from its proprietary social commerce platforms, Myntra Studio and M-Live, since its inception.

International and domestic brands like USPA, HRX and L’Oréal will be among the names to engage in brand-led lives covering up to 75% of the total 1000 lives scheduled during Myntra’s marquee fashion carnival through its social commerce propositions and social media channels.

The platform has also observed a 2X surge in the average time spent on it by shoppers since January, aiding the 10 billion social impressions being recorded in a year via the platform’s social commerce propositions.

For the brand-led live sessions, 2500+ creators have been hand-picked based on their visibility, performance and category fit, with influencers like Akash Choudhary, Pradhuman, Vipul Juneja, Asmita Kaushik, Samidha Singh, and Aswathi Balakrishnan taking part. The influencers’ primary role will be to highlight key product attributes, guide consumers to pick the correct products, recommend looks on offers and answer queries around style tips and hacks.

Arun Devanathan, Senior Director, Social Commerce, Myntra, said, “This EORS over 30 key brands have chosen to harness the benefits of this powerful demand generation and recall building tool. We’ve managed to create a cutting-edge product that combines the best of e-commerce and social media that nurtures an ecosystem of popular influencers who can conduct successful Livestream shopping sessions on M-Live. This is the onset of the next phase of growth for our platform and an important emerging trend for e-commerce in India. Brand-led live shopping experiences are a powerful tool for communicating a brands’ proposition to its consumers while generating demand for first-time brands by combining brand marketing with direct lead generation. We are witnessing massive interest from brands who are keen to participate and grow with this proposition.”