Myntra is taking a decisive step away from the usual catalogue scroll and influencer-heavy shopping model. The company has begun investing more deeply in celebrity-led video content to push engagement and, possibly, lift conversion rates. The move suggests that Myntra is trying to meet users where their attention already is—inside video formats that resemble entertainment more than traditional e-commerce browsing. Its newest feature, Glamstream, sits inside the Myntra app and blends real-time shopping with hours of video programming. Viewers can tap what they see on screen and move straight to checkout, an approach the company hopes will narrow the gap between “inspiration” and “purchase.”
Star power comes to the app
The content lineup includes more than 100 well-known names from Indian fashion and cinema, including Vijay Deverakonda, Rashmika Mandanna, Tabu, Raveena Tandon, Tamannaah Bhatia and Zeenat Aman. The idea appears to be simple: if users already discover trends from celebrities and influencers, why not enable the purchase within the same experience?
According to the company, more than 500 hours of programmed content have been created so far, with the expectation that this volume will continue to rise if it delivers measurable results.
A costly push for engagement
Myntra spent ₹1,677.4 crore on advertising and promotions in FY ’24, signalling a clear shift towards marketing-driven growth. The company claims that users who engage with in-app content often spend more time on the platform, which may be one reason behind this strategic pivot.
Early numbers show a conversion rate above 20% among those who watch such content. With Glamstream, Myntra hopes to increase overall engagement by around 15%, though these expectations may hinge on how users adapt to this mixed entertainment-shopping model.
The company says shopping habits are changing rapidly, moving away from catalogue-based browsing to content-led discovery. Myntra has noticed that many users find products on one platform but complete the purchase on another—an inconsistency it is trying to fix by controlling both discovery and checkout within the same ecosystem.
Internal research from Myntra shows that 70% of Indian consumers consult influencer-led content before making a purchase, a trend that seems to justify the company’s growing investment in videos and celebrity appearances.
Glamstream builds on earlier experiments
The new feature does not arrive in isolation. Earlier attempts, like the Ultimate Glam Client programme—which now has over a million registered creators—and a library of 150,000 influencer videos, provided the groundwork for this larger push into content-to-commerce.
Alongside celebrity clips, Glamstream will include style guides, podcasts, travel segments, wedding content, shoppable music videos and even short fictional series. The company currently works with about 50 media partners to moderate and curate what appears on the platform.
Myntra plans to tailor video recommendations according to each user’s past interactions. Behind the scenes, products are matched to videos using a mix of manual checks and visual recognition tools. The system reportedly identifies items worn or chosen by celebrities and influencers, linking them directly to purchase pages.
While engagement is the primary focus for now, the company has indicated that future revenue from advertising and brand partnerships could become a significant layer once the content ecosystem matures.
