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Myntra to unveil new social app

Update On :31 October 2015

Myntra to unveil new social app

Myntra will re-launch its app next month in a new avatar which it claims will be more social and emulate a mall shopping experience on mobile devices.

The Flipkart-owned online fashion retailer is aiming to double the gross merchandise value of goods sold on the platform to $1 billion in 2016. Myntra shut its website and moved to an app-only platform in May this year.

The new app, called Myntra V2, will be social in nature and display a different app to each user based upon their previous app visits, likes on Facebook and other social media plugins such as Google+. It will remain of the same size, which is less than 10 MB, with its native features.

People don't like to shop in a deserted mall; we are trying to emulate a social shopping experience online. Every Myntra user will see a different version of the app based on their likes, Chief Technology and Product Officer Shamik Sharma told. The 300-member Myntra tech team will evolve Flipkart's already built features such as image search and chat plugin Ping into newer features to suit fashion shopping for users. In the current Myntra app, users can build their own looks and share it with others.

Myntra's move to re-launch its app comes at a time when Flipkart and Snapdeal have already launched social shopping features in their apps. To have better control over traffic, Flipkart has migrated to its own servers. Myntra currently depends on data centre providers such as Amazon Web Services (AWS) and Netmagic.

About 90% of its traffic comes from Android and the rest from devices based upon iOS and Windows. Almost entire traffic on Myntra comes from smartphones now. Traffic through tablets is a miniscule part, Sharma added.

The company has about 20 million downloads of its app in India and claims to be the largest seller of fashion apparel online with an annual gross merchandise value of goods sold at $500 million.

The company is also mimicking the art of fashion designing through artificial intelligence technologies, which can script out new fashion designs based upon latest colours and patterns being sold. "Some ecommerce technologies in India are way ahead of that companies in Silicon Valley are using," Sharma said.

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