E-commerce fashion brand Myntra has expanded its content-to-commerce strategy with the launch of its new shoppable content destination, Glamstream that will blend entertainment, fashion inspiration and purchase. In its first phase, it will offer over 500 hours of content, which includes music videos, styling shows, travel, wedding styling and more.
Myntra has roped in over 100 celebrities such as Badshah, Vijay Deverekonda, Tabu, Zeenat Aman, Tammanah Bhatia as well as digital creators and stars of OTT shows. Every content piece includes interactive product trays that allow viewers to shop featured items by moving from video to product detail and from the product to cart. The shoppable content is housed on the Myntra app and is accessible via a floating action button on the home page.
The latest launch from Myntra will complement Myntra’s shopper-creator community, the Ultimate Glam Clan (UGC), which was launched last year in August. The UGC already has over 1 million registrations and has registered 4.5 billion content views since its launch. Unlike a typical social media platform, UGC allows users to earn Myntra credits for their posts, potentially up to Rs 25,000 per month.
In a sense, Myntra’s content-to-commerce strategy emulates the success that platforms like Instagram have seen in driving sales via content.
Speaking at a press briefing to unveil Glamstream, Sunder Balasubramanian, CMO at Myntra spoke about the role that content has played in Myntra’s growth. “Around 16% of our monthly users are already engaging with content for their browsing journey. Our observation is that orders placed via the content funnel tend to see 20% more conversion that the non-content journey ones. Consumers today, especially GenZ also heavily rely on authentic, relatable content, user reviews and real imagery, before making purchase decisions. With Glamstream, we’re reimagining commerce as a content-first experience,” explained Balasubramanian.
He is targeting 15% growth in consumer engagement with the launch of Glamstream and is encouraged by the response to UGC.
Myntra expects that creator-led revenue will increase twofold in the next couple of years. The growth is coming not just from the metros but also smaller cities. Balasubramanian adds that about one-third of the UGC creators are from metro markets, while a significant majority is from non-metros. GenZ accounts for 64% of the UGC creators.
Myntra’s latest launch also underscores the growing importance of the creator ecosystem for digital-first brands in particular. According to a recent BCG report, India’s creator economy already drives $300 billion in annual spending and is expected to reach $1 trillion by 2030.