The company claims this will be Asia’s first shoppable hangout and will be hosted on Google+ Hangouts On Air platform, which allows users to publicly broadcast multi-person video chat of their Hangout discussions and record the entire session for future viewing. The company says these Shoppable Hangouts allows consumers to watch the chat between designers or retailers and simultaneously browse a curated list of products for online purchase.
Myntra has roped in Bollywood star Hrithik Roshan to host this hangout, who will be showcasing his recently launched lifestyle apparel and casual wear brand HRX, which is exclusively manufactured and sold by Myntra.
The exact details of how this hangouts will work is not clear yet since it is yet to go live, event pages of similar previous hangouts with American fashion designers Diane von Furstenberg and Rebecca Minkoff indicates that the shopping will be powered by Google Shopping wherein users can browse through various collections in the sidebar, click and browse through products in that collection, following which they are redirected to the respective designer’s website to make the purchase.
The screenshot shared with us by the company indicates this hangout will work the same way, although a Myntra spokesperson told Medianama that viewers will be able to purchase the product directly without moving away and the backend will be powered by Myntra.
Multi-brand Shoppable Hangouts?
While this initiative is limited to Myntra, there is an opportunity for Google to conduct similar hangouts on a regular basis. It could tie-up with various online fashion retailers to create a mini-GOSF type event for consumers and monetize through product listing ads.
If this initiative does get traction, it could also expand to other categories like mobile phones, electronic products, home decor and others. Remember that several e-commerce sites had reported significant growth in numbers in the previous GOSF event, which indicates there is an opportunity for a centralized sale driven by a single party.