Myntra: The New Online Shopping

While it may be an unpopular opinion, I have to be frank; I hate online shopping. To start, the clothing on the model always seems to be vastly misleading; whether that is because it is too small, too loose, or just plain ugly- the falsely advertised clothing often causes my online shopping endeavors to be a routine flop. I love to touch the fabric, feel the fit, and try on various sizes to find what’s most befitting when it comes to shopping. Plus, let us not forget the most dreaded aspect of online shopping- the inevitable returns. After apprehensively awaiting my package for five days, my newest culottes are simply too tight while my stylish pumps are disappointingly two sizes too big. Thus we enter the realm of the returns. While many online retailers offer free standard returns, I feel like I am always entertaining some drawn-out phone conversation with customer service or awaiting lengthy lines at the post office.

Despite my online shopping woes, no avid shopper can deny that the death of brick-and-mortar stores is upon us. Online purchasing IS the future, but how can the retail industry accommodate salty online shoppers like yours truly?

My head turns directly to Myntra’s “Try and Buy” feature. Myntra, a fashion e-commerce company situated in India, is revolutionizing fashion consumerism with this element that can solve online retail’s most acknowledged flaw.

Here’s how it works:

After browsing on Myntra’s fabulous website, one selects the “Try and Buy” component at check out. Instead of the clothes arriving at your door having already been purchased, the customer tries on the clothes delivered as the delivery agent waits at the customer’s home. While there are some glaringly odd aspects to this endeavor (like should we offer them coffee or something?), it’s pretty ingenious. There are no unnecessary credit-card transactions or hassling returns since the buyer only purchases their delivery if they like what they have tried on. If the clothes are a no-go, no biggie! The shopper simply sends it off with the delivery agent, and there are no annoying consequences. Thia whole excursion will both reduce mass returning while also accommodating buyers after the delivery agents leave with their 30 day return and exchange policy.

Myntra has truly looked deep into the soul of your average millenial, ensuring both instant gratification and a stressless online shopping spree. The “touch and feel” factor of “Try and Buy” will truly revitalize the shopping experience for traditional shoppers like myself. Sorry Northwestern students, but Myntra’s “Try and Buy” is not yet available outside of India. From virtual trial-rooms to the “Try and Buy” feature, the online retail industry has taken its cue, and I have no doubts that more changes to e-commerce are on their way.