Is Myntra's Glamstream the Future of Content-Led Commerce?

Bengaluru, July 5 (NationPress) Taking its content-commerce strategy to the next level, Myntra has officially unveiled Glamstream, a revolutionary shoppable lifestyle content hub that intricately weaves together entertainment, fashion inspiration, and shopping.

Positioned at the crossroads of content, community, and commerce, Glamstream illustrates how India's youth prefer to shop today: with entertainment integrated into their feeds and immediate access to sources of inspiration.

In its inaugural phase, Glamstream will roll out more than 500 hours of content, encompassing 15 exclusive Myntra offerings and over 4,000 episodes of shared streams. Featured in these streams are more than 100 celebrities including Badshah, Vijay Deverekonda, Tabu, Zeenat Aman, Raveena Tandon, Tammanah Bhatia, Khushi Kapoor, Malaika Arora, and other prominent figures from Bollywood, OTT, and the digital creator community.

This bite-sized, binge-worthy content library includes music videos, travel and wedding vlogs, styling and beauty shows, podcasts, fictional series, and much more — all designed for effortless product discovery.

Enhancing the celebrity content within Glamstream is the contribution from Ultimate Glam Clan (UGC) — Myntra's robust shopper-creator community, boasting over 1 million registered creators and 4.5 billion post views.

Launched in August 2024, UGC has become a crucial component of Myntra’s innovative content commerce strategy. By merging the authenticity of creator and shopper-driven content with the aspirational allure of celebrity narratives, Glamstream is set to redefine how fashion and lifestyle are discovered and engaged with.

Unlike conventional shopping experiences, Glamstream begins with content, fostering an entertainment-driven discovery process while embedding commerce throughout. Each piece of content includes interactive product trays that enable viewers to shop highlighted and relevant items in just two steps — from video to product details and then to the cart. This experience is seamlessly integrated into the Myntra app, accessible via a prominent floating action button on the homepage.

As a leader in the social commerce arena, Myntra has consistently sought to innovate in this space with inspiration-driven fashion discovery and purchasing journeys, previously showcased through M-Studio to Minis.

“Presently, fashion discovery is increasingly influenced by social feeds and cultural trends — yet much of that inspiration remains disconnected from the purchasing process. At Myntra, we see a better way and have continually innovated to facilitate inspiration-led fashion discovery. Today's consumers, particularly Gen Z, also heavily lean on authentic, relatable content — including user reviews and genuine imagery — before making decisions,” stated Sunder Balasubramanian, CMO of Myntra.

“With Glamstream, we are reimagining commerce as a content-centric experience — seamlessly merging authentic inspiration, entertainment, and immediate access. As trailblazers in this field, we are not just reacting to the evolution of shopping; we are actively shaping its future by continuously exploring new possibilities,” Balasubramanian added.

“Glamstream is revolutionizing how users engage with fashion. As a feature deeply embedded in our app, it utilizes advanced video infrastructure, intelligent product tagging, and real-time rendering to provide a smooth, immersive shopping experience,” remarked Lakshminarayan Swaminathan, Vice President of Product Management and Design at Myntra.

“Our objective has been to ensure that every tap, swipe, and scroll feels intuitive — granting instant access for every source of inspiration. This is technology facilitating discovery in its most natural and engaging form,” Swaminathan continued.

As Glamstream develops, Myntra will persist in exploring new, immersive content formats that seamlessly weave fashion inspiration into the shopping experience.

Shoppers can soon anticipate AI-powered, personalized product recommendations within the Glamstream feed — featuring influencer-led, UGC, and celebrity content. The platform also aims to introduce creator storefronts, further enriching discovery and engagement.