Myntra Runs Influencer-led Iive Commerce Model

Myntra, the much-talked-about fashion arm of Walmart-owned eCommerce entity Flipkart, has started its influencer-led live online shopping on its website. The platform is the first to experiment with the model, which has already garnered popularity in China.

Reportedly, Myntra is running a pilot that allows a group of experts and influencers in fashion, personal care, and beauty to hold live sessions on its platform that facilitates audiences to purchase directly by adding them to the cart while the session is on. For example, an influencer in the segments mentioned above would demonstrate certain hacks or tips of the products they use. The details are flashed on the screen, and the expert would explain its pros and cons along with the price. The influencer/expert also takes up questions or queries of customers while interacting with them to make a profitable purchase. Any question related to the brand or query can be answered right there during the session.

One such session is attended and reviewed by Economic Times. The influencer offers time-bound, not typically for around four hours discounts to enable customers to buy valued products online. Myntra is expected to announce its live session later this month formally. Myntra’s parent company, Flipkart, has announced its partnership with short-video platform Moj, owned by ShareChat, to initiate video commerce to bring new users to its platform and shop online.

The popularity and dependability of eCommerce websites have paved a new way for ‘Live Commerce,’ which is broadly a part of the social commerce space, to pitch in a new set of influencers/experts to transact on the platform. Unlike any other segments where proper research or planning is required to buy the desired product, Live commerce is more of an automatic or quick mode of shopping that takes temporary orders from consumers in relatively lower ASP categories such as accessories, fashion, and beauty.

According to the research conducted by RedSeer, the live commerce market could potentially reach $4-5 billion in size by 2025, and around $1 billion of GMV would be raised from the beauty and personal care segment. The opportunity also has a golden future for influencers or experts who can earn handsomely through this arrangement and endorse a wide range of products through live commerce content.