Myntra forays into social commerce, launches live shopping

Bengaluru: Ecommerce platform Myntra launched social commerce at scale, including live shopping, to cater to the rapidly evolving content consumption patterns and shopping preferences of consumers.

Myntra aims to churn out close to 1,000 hours of live video content per month for deeper consumer engagement, contributing to the creator economy phenomenon. It believes social commerce is likely to engage about 50% of its monthly active users in the next 3-4 years.