Myntra, the first site that took to the app-only initiative has now decided to retrace its steps. The Flipkart-owned fashion store is geared up to re-launch its mobile site after eight months, following the footprints of its parent site Flipkart that spearheaded towards a mobile site earlier this month.
This development was first reported by Medianama. This step appears to be a remedy to the mounting drop in the number of buyers on Myntra mobile app that set Flipkart to rectify some mistakes just like it did for itself.
When asked about this shift during an ETtech meetup in July, Myntra’s CTO Shamik Sharma had said nearly 90% of its traffic and 70% of its business was racked up from mobile phones as of April this year. “It isn’t about the money but just the realisation that if we don’t build (a mobile-only product), somebody else is going to build it and whoever builds that is going to be the winner,” he said.
The decision by Myntra to shut down its desktop and mobile site shifting to an app-only model sparked some ambiguity among other online retailers on whether they should also take to a similar model. But this news will definitely come as a big relief to them!
Myntra’s strategy to lure customers into their app by exhibiting eye-candies and special offers compelled went down the lane compelling them to go for a reality check. And the results are crystal clear. Eight months and Myntra has already set #Mobilewapasi trending.
The biggest barrier for a mobile-only experience is the unreliable and unstable mobile Internet network in India. And now with factors like mobile Internet penetration with 3G and 4G, the ease of access gets far more complicated.
Yes, the smartphone growth and various data packages should have worked in favour of mobile shopping (maybe app-only too), but as of now, it appears to be a ‘far distant future’.