Myntra launches digital mall to boost online-offline synergy

Flipkart-owned fashion marketplace Myntra has launched a ‘digital mall’ on its app to offer buyers a shopping mall-like experience. Shoppers can virtually enter specific brand stores and check out latest products, price discounts and the overall offering.

The Myntra Mall currently has 30 brands– a mix of online and offline– with their customised ‘official brand stores’, and will have 60 brands and clock 1 million daily visits by 2021-end. The digital mall will be a permanent fixture on the app and will keep adding new brands to it.

India’s fashion retail landscape is fast changing as e-tailers Flipkart, Myntra, Amazon and Reliance Retail Ltd make a dash to evolve as the top players, ramping up partnerships with offline retailers, who continue to be disrupted by the pandemic.