Myntra Launches Short Video Platform ‘Myntra Minis’ To Improve Shopping Experience

Fashion ecommerce player Myntra on Thursday (June 8) said it has launched a short video platform ‘Myntra Minis’ to enhance user engagement and further improve shopping experience for its customers.

The Walmart-owned company is looking to make the most of the popular short form video format, which it calls snackable videos, through Myntra Minis. The videos on the platform will highlight products across multiple categories, including new launches and global trends, which will ‘edutain’ shoppers, Myntra said in a statement. 

Myntra is aiming to provide an immersive shopping experience to its customers through Minis by offering engaging visuals and dynamic content. 

The company said that the new feature has been rolled out to more than 70% of its users and  is available on the home and beauty pages and Myntra Studio.

“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.

The feature encompasses about every kind of product on Myntra and customers can enjoy phygital presentation of items they are considering and purchase them directly, making the overall shopping experience on the app much more seamless. 

While about 80% of the product videos are under a duration of 1 minute, Myntra plans to extend 10% of them between 2-3 minutes. Overall, the length and format of the videos will be determined by the product type, it said.

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 said over 70 brands are actively using the feature currently and over 5,000 videos have been uploaded on the platform so far.

The launch of the new feature is part of Myntra’s efforts to engage with different sets of customers. Last month, it announced the launch of FWD, a separate fashion experience portal for GenZ, on its platform. To make it different from the existing portal, Myntra has also introduced new features to deliver a differentiated app-in-app experience.

The Flipkart-owned company competes with the likes of AJIO, Tata CliQ, Nykaa Fashion, among others, in the crowded fashion ecommerce market.

Myntra reported an increase of over 40% YoY in its net loss to INR 597 Cr in FY22, while its operating revenue rose 45% to INR 3,501 Cr during the year.

With increasing digital connectivity and access to smartphones, India’s ecommerce market is expected to reach a size of $400 Bn by 2030, of which 28% will be driven by the fashion industry.