Myntra announces partnership with Microsoft Azure for digital transformation

Flipkart-owned fashion ecommerce platform Myntra announced a partnership with Microsoft to use the latter’s Azure platform to power its flagship sale events and digital transformation initiatives.

As part of its digital transformation journey, Myntra has migrated its supply chain management, inventory and site capabilities onto the Azure cloud, the ecommerce company said.

By building and centralising Myntra’s data platform on Azure, Microsoft has helped the engineering and product management teams deploy, develop and test new capabilities more efficiently.

Myntra uses Microsoft’s analytics-based solution Power BI and Azure’s advanced analytics and machine learning solutions to help with personalised marketing, services and product recommendations for its end users.

“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,” Amar Nagaram, CEO, Myntra, said.

The scalability that Azure offers has helped Myntra upgrade its requirements during critical sales such as End of Reason Sale, the company said, adding that its flagship biennial sale was able to handle a 50% rise in orders since the deployment of Azure.

Microsoft Azure’s competitors in the sector are Amazon Web Services, Google Cloud Platform and Alibaba Cloud.

Read: Former Samsung executive appointed as CTO of Myntra

The Indian ecommerce industry was pegged to be worth $39 billion in 2017 and speculated to touch $64 billion by the end of 2020, according to research firm Statista. It said that there is a direct correlation between mobile phone penetration and ecommerce growth, and this places India at an inflection point. Only 40% of India’s population, or 475 million people, used mobile phones as of July 2019, while penetration in the USA is 84% with 266 million users and France 81% with 54 million users. 

A recent Cisco study said that the internet user base in the country will cross 900 million by 2023, which presents more opportunities for the Indian ecommerce players.