Myntra tests influencer-led live commerce model

Bengaluru: Flipkart-owned online fashion portal Myntra has started testing influencer-led live online shopping on its platform, becoming one of the first major ecommerce platforms in India to experiment with the model which has been a success in China.

Myntra has been running a pilot where a group of experts and influencers in the domain of fashion, beauty and personal care hold live video sessions on the platform and one can purchase products directly by adding them to the cart while the session is underway. For example, an influencer in the beauty and personal care space would be demonstrating certain makeup hacks and products she/he uses, and the products being used by the expert would be available on the screen to be bought. These influencers are also interacting live with consumers and are answering their queries related to brand and pricing.