: Social platforms drive 70% of purchase decisions: Achint Setia on Myntra’s Content-To-Commerce strategy #IndiaNEWS #Featured In conversation with Social Samosa, Achint Setia, Head of Marketing

Social platforms drive 70% of purchase decisions: Achint Setia on Myntra’s Content-To-Commerce strategy #IndiaNEWS #Featured
In conversation with Social Samosa, Achint Setia, Head of Marketing and Social Commerce, Myntra gives an in-depth insight into Myntras content to commerce strategy and how Original creator content on the app has opened the doors to experiential online shopping.

Myntra launched Myntra Studio back in 2020, propositioning it as the platform for original and exclusive content in fashion, beauty, and lifestyle. Achint Setia, Head of Marketing and Social Commerce, Myntra shares how their video platform is leveraging fashiontainment content to take online shopping to the next level, especially for the GenZ.

Since the platforms launch, the brand has released an array of original shows featuring celebrities and creators, organizes daily live sessions, and has introduced shoppable content. Myntra’s investment in influencer-led content is 3X-4X of what it was in 2019.

Setia gives Social Samosa an understanding of how the brands content to commerce funnel functions.

Edited Excerpts:

When Myntra studio was first launched, the brand shared that exclusive content on it will enable Myntra to transform from a shopping app to a habit app – how successful has the brand been in achieving this?

Myntra Studio provides our users with access to 20,000+ original, inspirational, and shoppable fashion, beauty, and lifestyle content assets at scale. It has helped establish Myntra as a frontrunner in content-led commerce and helped bridge the gap between inspiration and commerce. Our Live-streaming commerce traffic has grown by 5X+ and orders by 10X+ in the last 6 months. We have witnessed a growth of 10X in content-led commerce in Studio as well.

Some of our top brands have communities 2-3 times larger on Studio as compared to other similar influencer-led platforms. They even have a 3 to 4 times higher engagement when compared to similar content-driven platforms. With Myntra Studio, Myntra has become one of the early e-commerce movers to solidify its positioning in driving a content-led approach, strengthening its fashion proposition and consumer engagement.

What kind of content consumption patterns have you seen on Myntra Studio in the last few months?

Myntra Studio gives our patrons personalized access to original content led by their favourite influencers. e. Currently, M-Live holds 600-700 live sessions every month, we have 20000+ content assets on fashion and beauty tips, hacks, celeb watch, trend decoding, and original fashiontainment shows. For brands, Myntra’s Studio and Live ensure popular influencers and experts help in establishing more meaningful connections with one of the largest communities of fashion-forward customers by enabling them to offer real-time and on-demand demonstration of features and other aspects while creating visibility for brands in an otherwise crowded environment.