News Update

Myntra Introduces ‘Myntra Minis’ Short Video Platform for Enhanced Shopping Experience

• ByStartupStory     |    June 8, 2023

Myntra, the fashion e-commerce player owned by Walmart, announced the launch of ‘Myntra Minis,’ a short video platform aimed at boosting user engagement and improving the overall shopping experience for customers. Leveraging the popular short-form video format, which Myntra refers to as “snackable videos,” the company aims to showcase products from various categories, including new releases and global trends, providing an “edutaining” experience for shoppers. This move by Myntra is expected to further enhance customer interaction and drive the success of its e-commerce platform.

Myntra is dedicated to delivering an immersive shopping experience to its customers through the introduction of Minis, a feature that offers captivating visuals and dynamic content. With over 70% of users already benefiting from this new addition, Minis is now accessible on Myntra’s home and beauty pages, as well as through Myntra Studio. By leveraging these innovative features, Myntra aims to provide its customers with a more interactive and enjoyable shopping journey.

“Led by a bevy of popular creators, each snackable video comes with an integrated product tray that customers can interact with and browse for a particular product that they can later purchase from the same page, without any further assistance,” it said.

Myntra’s new feature covers a wide range of products available on the platform, enabling customers to enjoy a phygital presentation of the items they are interested in and make direct purchases, resulting in a seamless shopping experience within the app. The majority of product videos, around 80%, have a duration of under 1 minute. However, Myntra has plans to extend 10% of the videos to a duration of 2-3 minutes. The length and format of the videos will be tailored according to the specific product type, ensuring an optimal user experience.

Commenting on the launch, Arun Devanathan, Senior Director – Social Commerce, Myntra, said, “As we go deeper in building for our thriving base of young, trend-first shoppers, snackable videos that help them in their discovery of trends and brands felt like a fitting feature to introduce, especially as it gains popularity as a preferred content consumption medium.”

Myntra has revealed that more than 70 brands are actively utilizing its new feature, resulting in the upload of over 5,000 videos on the platform to date. This introduction aligns with Myntra’s ongoing efforts to engage with diverse customer segments. As part of its commitment to providing unique experiences, Myntra recently launched FWD, a dedicated fashion portal catering to GenZ, on its platform. To distinguish it from the existing portal, Myntra has incorporated new features to offer a distinct app-in-app experience for users.

Myntra, a subsidiary of Flipkart, competes in the highly competitive fashion e-commerce market alongside major players such as AJIO, Tata CliQ, and Nykaa Fashion. In FY22, Myntra witnessed a significant YoY increase of over 40% in its net loss, amounting to INR 597 crore, while its operating revenue surged by 45% to INR 3,501 crore. As India’s digital connectivity and smartphone accessibility continue to grow, the country’s e-commerce market is projected to reach a substantial value of $400 billion by 2030, with the fashion industry driving 28% of this growth.

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