New Delhi, July 4 -- Online fashion portal Myntra, part of Walmart-backed Flipkart Group, is sharpening its content-led commerce game with the launch of Glamstream, a shoppable lifestyle content destination that brings together music videos, podcasts and bite-sized stories featuring celebrities and influencers.

The company, which has onboarded film stars such as Zeenat Aman, Vijay Deverakonda, Raveena Tandon, and Tabu and rapper Badshah to feature in lifestyle content spanning fiction and songs, will allow users to shop products displayed or used in the content.

Glamstream was rolled out on Friday with over 4,000 content episodes spanning 500-plus hours.

"We've noticed that over 70% of shoppers rely on influencer content to make purcha...