Fashion platform Myntra pins hope on social commerce; launches M-Live

NEW DELHI: Fashion e-commerce platform Myntra on Tuesday launched its influencer-driven live commerce platform ‘M-Live’ in a move to expand its social commerce business. With it, the company aims to churn out close to 1,000 hours of live video content per month.

The launch makes Myntra one of the first major ecommerce platforms in India to adopt the live shopping model. Chinese buyers have long supported the concept through apps like TaoBao. In India, however, It’s a recent development.