Myntra, fashion and lifestyle e-tailer owned by Flipkart, has entered in partnership with Microsoft to expedite its digital transformation and provide an unparalleled shopping experience to customers.
With this partnership deal, Myntra will get to leverage the capabilities of the cloud computing platform Microsoft Azure to accelerate its digital transformation.
The company said it has worked closely with Microsoft to migrate its entire platform to Azure. Now Azure supports its entire portfolio of 7,00,000 styles from more than 3,000 international and domestic brands available on its store.
By building and centralizing its data platform on Microsoft Azure, Myntra is applying advanced analytics and machine learning to gain a comprehensive understanding of customers and deliver highly personalized products, marketing and service for them.
The company also added that Azure has helped it in scaling rapidly for big spikes that occur routinely during festive seasons.
The company further claims that after partnering with Azure, it has recorded a 50 percent rise in orders in the latest edition of its biennial End of Reason Sale.
“As we accelerate our business and grow our value, the ability to scale our technology in a secure environment to accommodate this growth is critical,” said Amar Nagaram, CEO, Myntra. “The Microsoft Azure platform provides our teams the ability to deliver innovative and personalized capabilities for our customers with speed supported by a strong depth of technology expertise from the Microsoft team.”
Myntra is one the leading e-commerce brands and platforms in fashion and lifestyle space. E-commerce giant Flipkart acquired the brand in 2014 in a bid to effectively compete with Amazon.
Recently, Flipkart took an important decision to shut down its another fashion arm Jabong and focus on growing Myntra’s business.