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Myntra forays into social commerce with ‘M-Live’ platform
Mumbai: Myntra has announced its foray into influencer-driven social commerce at scale, to cater to the evolving content consumption patterns and shopping preferences of consumers. As a part of this launch the Flipkart-owned online fashion store also unveiled M-Live, becoming one of the major ecommerce platforms in the country to adopt the interactive, and real-time live shopping model.
With the launch of its social commerce charter, Myntra is looking to transform the way consumers shop by bridging the gap between inspiration and commerce while bringing both under one single platform, said the brand in a statement.
“With Myntra Fashion Superstar, Myntra Studio, and now M-Live, an immersive live video shopping experience, we are heralding a new age in fashion and beauty, making big strides in the social commerce landscape, with our path-breaking tech-pivoted solutions,’ said Myntra social commerce VP and business head Achint Setia. “At the heart of our social commerce initiative, is our desire to offer unparalleled content-led shopping formats to our customers, while harnessing the power of the creator ecosystem and technology.”
“Built for today’s consumers who are gradually progressing from text-based or catalogue-based shopping to influencer-guided interactive experiences, the charter also offers brands an avenue to build salience with a highly engaged fashion-forward customer base, for new launches, collaborations, and showcase hero products along with a host of other benefits,” he added further.
The social platforms today are considered to drive nearly 70 per cent of purchase decisions for fashion-forward consumers with fashion and beauty being the most popular categories in the social commerce realm as per industry reports. Pivoted on community, connection, and trust, Myntra believes that as the future of shopping, its social commerce charter is likely to play an important role in defining the way its customers shop.
Myntra’s social commerce business has three distinct propositions that aim to add composite value to consumers, creators, and brands alike: Myntra Fashion Superstar, Myntra Studio, and now M-Live.
M-Live aims to facilitate a real-time engagement between consumers and brands by allowing influencers and experts to host live video sessions of product and styling concepts curated by them, on the Myntra app, enabling viewers to shop instantly, said the brand.
Users can enter these live events through the Studio section of the Myntra app, which are quite similar to Instagram Live sessions. One can post questions, share their feedback, see other comments and also follow the creator hosting the livestream. Additionally, there is a dedicated product tray at the bottom of the screen which would display all the products that are being showcased by the influencer. A user can tap on any product to add it to his/ her wishlist or purchase them by placing orders without leaving the livestream. Myntra Studio currently engages about 20 per cent of Myntra’s monthly active user base and the brand expects this to grow to 50 per cent in the next three-four years.
With its foray into social commerce, Myntra is set to create a new eco-system for consumer-influencer engagement by providing the necessary turf for influencers to engage with and acquire new followers under one roof. The influencers would also get the opportunity to partner with leading Indian and global lifestyle brands, said the statement.
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Jeff Shell departs as president of Paramount Skydance
Media executive exits amid legal battle with professional gambler.
MUMBAI: Jeff Shell has just had another high-profile exit from a major media company and this time, the drama involves a $150 million lawsuit and allegations of leaked secrets. The former NBCUniversal CEO is stepping down as president of Paramount Skydance to focus on defending himself against a lawsuit filed by professional gambler R.J. Cipriani. Cipriani claims Shell owes him $150 million for crisis communications services and accuses the executive of sharing confidential information about Paramount Skydance, including details of a potential $111 billion Warner Bros. Discovery acquisition and a $7.7 billion UFC rights deal.
Paramount Skydance confirmed Shell’s departure on Wednesday, stating that he is leaving to prioritise the lawsuit. The company added that an independent investigation found no violation of securities laws by Shell.
In a strongly worded statement, Paramount Skydance described Cipriani’s claims as “frivolous and baseless” and said Shell had promptly notified the company of the accusations. Shell has filed a countercomplaint, accusing Cipriani of extortion and defamation.
This marks Shell’s second major exit in three years. He was ousted from NBCUniversal in April 2023 following an internal investigation into an “inappropriate” relationship with an employee who had filed a complaint of sexual harassment and sex discrimination. He joined Paramount Skydance in July 2024 as David Ellison’s right-hand man.
Shell was tasked with overseeing day-to-day operations during the integration of Skydance Media and Paramount Global. He played a key role in identifying cost savings and job cuts ahead of the potential Warner Bros. Discovery merger.
His sudden departure adds to the turbulence at Paramount Skydance as it navigates a massive merger, expected layoffs, and leadership transitions. David Ellison now faces the challenge of managing the brain drain while closing one of the biggest media deals in recent years.
In the cut-throat world of Hollywood dealmaking, Jeff Shell’s exit shows that even seasoned executives can find themselves caught in a plot twist they didn’t see coming. The credits on this particular chapter are still rolling.
