India. And if live-commerce was not reserved for the Chinese market?

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12 November 2021 à 11h20

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2 minutes

Publication: 12 November 2021 à 11h20

Reading time: 2 minutes

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India is 5 years behind China in the introduction of live-commerce. Myntra (a subsidiary of Flipkart, itself owned by Walmart) is partnering with short-form video platform Moj to launch live commerce (sales shows broadcasted live on the Internet). During the live commerce sessions, products are presented and can be purchased live with a few clicks.
Publication

12 November 2021 à 11h20

Reading time

2 minutes

Publication: 12 November 2021 à 11h20

Reading time: 2 minutes

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Myntra, a marketplace dedicated to fashion and beauty, is one of the first Indian retailers to test this new shopping model. The Flipkart subsidiary has recruited influencers to promote, live on Moj, the products available on their marketplace.

As a reminder, Flipkart recorded a turnover of US$6.7 billion in 2020. Its subsidiary Myntra, which specialises in fashion, is increasingly focusing on beauty with the listing of premium brands like Benefit, Bath & Body Works, Smashbox and...

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