POPxo, the digital community for women, has announced its foray into eCommerce space with its private label merchandise. This will include products such as mugs, laptop bags, canvas pouches, and tote bags amongst others. POPxo was founded in 2.14 by Priyanka Gill with the Indian diaspora as its audiences. “Millennial women are a large and under-served market, especially in the lifestyle products category. The POPxo ecommerce platform will create and sell product lines, especially for them. We already know what appeals to women online – our private label is a natural extension. Content, community and commerce have always been our mission and with this launch we solidify our position,” said Gill. POPxo has so far raised $11 Mn in funding from investors such as IDG Ventures India, Kalaari Capital, etc. The company is also looking at expanding into fashion and beauty over the next few months. With a monthly active user base of 17 Mn, the company claims to have over 80% female users spending over 3 Mn hours on the platform and digital content segment has over 200 Mn monthly engagements. POPxo has partnered with over 250 brands to create branded content. Commenting on the announcement, Shubham Jain, Business Head - ecommerce, at POPxo, said, “From design to production and distribution — we are running the entire process in-house and via our partnerships with service providers.” Vani Kola, managing director, Kalaari Capital who has earlier invested in POPxo said, “We believe that ecommerce is the most logical step for the company at this stage. The lifestyle products market is fragmented and women-centric, and POPxo’s private label can service this market really well through its rich data-driven personas and enhanced personalisation.” With five collections to suit every mood and personality, the content giant is offering lifestyle produces like laptop sleeves, tote bags, multi-purpose pouches, phone covers, and lots more. They will expand into fashion and beauty over the next few months. The pricing for the new range of products starts at Rs 299 for mugs, Laptop bags at Rs 999, canvas pouches at Rs 599 and tote bags at Rs. 999.